46% of Benelux Companies Invest in Emerging Markets Due To Lack of Growth Elsewhere

July 15, 2012. Benelux companies are actively looking for growth opportunities and are keen to secure long-term success in future large markets outside of Europe. While the current proportion of global revenues from Emerging Markets is still relatively low, this share will grow considerably. The European companies in M-Brain (formerly GIA)’s Business Perspectives on Emerging Markets 2012-2017 Report (Benelux Results) say they expect nearly 40% of their global revenues to come from Emerging Markets by 2017.

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Market intelligence will play an important role in this; 84% of Benelux companies say that accurate market sizing and growth estimates are critical to their Emerging Markets Strategy. Yet when asked if they could have done any thing better to date, Benelux companies say they should have adapted more to local market conditions and prices, and that they should have conducted better intelligence or due diligence.

In April-May 2012, M-Brain (formerly GIA) conducted an online survey amongst business managers at 431 large and mid-sized companies around the world, 26 of which were companies headquartered in Benelux countries.

Here are some other top line findings:

  • Apart from the common BRIC definition, Benelux companies define Emerging Markets by their fast growth rates or by their stage of economic development.
  • Next to the BRIC countries, Indonesia, Vietnam and Poland are considered as important Emerging Markets for Benelux companies.
  • 46% of Benelux companies invest in Emerging Markets due to lack of growth/profit in established markets, and 42% have customers in Emerging Markets.
  • However, Benelux companies appear to lack readily available Emerging Markets information more than their global peers.
  • Two thirds of Benelux companies say that information on Emerging Markets is not readily available in their organizations. This often causes critical delays their decision making.

About the Business Perspectives for Emerging Markets 2012-2017 Report

In April-May 2012, M-Brain (formerly GIA) conducted an online survey amongst business managers at 431 large and mid-sized companies and organizations worldwide, with questions such as:

  • How do you define Emerging Markets in your company?
  • Which are the top Emerging Markets for your industry over the next five years?
  • What key factors will determine whether foreign companies succeed in Emerging Markets?
  • What are the biggest threats to succeeding in Emerging Markets?
  • What are your company’s main reasons for investing in Emerging Markets?
  • What share of your company’s global revenue do you expect to come from Emerging Markets?
  • Which one aspect of your Emerging Markets strategy would you go back and change if you could?

Industries covered include: Manufacturing & Industrial; Technology, Media & Telecommunications; Professional & Business Services; Financial Services; Consumer & Retail; Pharmaceuticals & Healthcare; Energy, Resources & Environment; Automotive; Chemicals; Logistics & Transportation.

Respondents: Nearly half (42%) of the companies in the survey earned more than $1.3 billion (1 billion Euro) in annual revenue and more than 50% (58%) have more than 1,000 employees. The respondents’ job functions included strategic planning/business development (26%), market/competitive intelligence (23%), senior management (19%), sales and marketing (13%), research and development/product management (9%), among others.


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