Abstract
Because of the globalization phenomenon, people living in emerging countries have new expectations and needs. That's why big companies are developing their offers on the global scale in order to tempt these potential customers, increase their recognition and gain market shares. However, cultures are different from one country to another and firms have to propose an efficient and adapted marketing strategy in order to be accepted in a new market. In fact, few years ago, brands were exporting their business model without taking care about local needs. Now that competition is increasing, especially in China, companies have to be different from each other by focusing on customers. In the mid 1990s, appeared a new notion, emerging countries. In fact Brazil, Russia, India and China have experienced a rapid economic growth and are becoming the new future actors in the consumption world. However, their uses and habits are very different and they are now powerful enough economically to oblige Western Companies to develop a specified offer.
