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      "text": "Most MNCs have emphasized revenue growth in emerging markets at the expense of other metrics, such as operating margins.",
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      "text": "Emerging markets have driven growth for many multinational corporations (MNCs) for years, and they will continue to do so. But these are turbulent times, as commodity prices plunge, currencies are devalued, and equity markets gyrate. The profitability of many MNCs' operations is already under attack, and future performance will be challenged by slower macroeconomic growth, increased costs, and heightened competition from local companies, which are rapidly gaining scale, experience, and capabilities. To reduce these pressures, MNCs will have to focus much more on improving their competitiveness through constant productivity gains.",
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      "text": "The shifts taking place in emerging markets are big, structural, and long term. As macroeconomic growth slows and competition rises, improved productivity is a critical capability that will allow MNCs to continue to increase revenue and profit and gain share. Our MNC clients today talk continually of the need to make operations in emerging markets as productive as those in developed markets. Given such issues as smaller scale and volatile political and economic environments, this is a tall order—and certainly not one to be underestimated. Moreover, companies in many markets should adopt an entrepreneurial approach and find innovative ways to overcome challenges related to talent, infrastructure, and the regulatory environment, rather than wait for governments or others to solve structural problems. (See Overcoming Asia's Obstacles to",
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      "text": "Most MNCs have emphasized revenue growth in emerging markets at the expense of other metrics, such as operating margins. Shifting the emphasis to include profitability requires implementing process discipline, leveraging scale, and instituting behaviors that focus on constantly improving efficiency. Such changes are not easily achieved. For many MNCs, a fundamental transformation will be necessary, executed market by market.",
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      "text": "9. Transformation in Emerging Markets",
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      "text": "The Transformation Imperative",
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