The book describes the strategies and processes of a multi-national US corporation applied in entering emerging markets around the globe. It details the structured approach, innovative ways and concerted efforts involved. Executives learned how to gain foothold in unknown territory and how to deal with complexity and diversity. This process was strongly supported by:

- Sharing of learning, know-how and resources within the company and with the local partners, thus creating mutual added value,

- Applying a four phase template involving steps that are bold enough to ensure a strong market penetration and realistic enough to allow a business unit to follow.

This is put in the context of external political, economic and social conditions impacting their emerging markets and the difficult transformation to a free economy and liberal society.