5. Mistakes to avoid
5.1 Corporate headquarters is not always right when it comes to the needs of emerging countries: think local, not central
When designing products to meet basic needs, market research, questionnaires and visit reports are not enough to understand the need. For emerging countries, or for very out-of-touch populations, ask your engineers to write a white paper on their return, a "collection of raw, factual, detailed and uncompromising information" that will enable the company's head office to take the temperature on the ground.
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Mistakes to avoid
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