Organisations looking to invest in developing countries need to look beyond generic labels such as ‘BRIC’, and the associations made with geographical regions, and should evaluate countries on an individual basis to discover their true value, according to Richard Fenning, CEO, Control Risks Group.
Speaking at the Economist’s Emerging Markets Summit in London, Fenning said that a term that lumps multiple countries into a single group “supposes a kind of homogeneous nature” is not an accurate assessment of the reality on the ground.
But even when investors look past a country’s regional position, the ‘country brand’ - perceptions of a country fuelled by external commentators such as the media, analysts, international bodies - can distort a true analysis of the risks involved.
“We have to stop looking at the world in terms of these various categories: developing economies, BRIC economies and the next level down, and look at them seriously as independent.” Fenning said.
For those organisations willing to take a ground up approach and understand the local climate for themselves, Fenning reasons, opportunities do exist.
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