3min chapter

The Value Perspective cover image

The Value Perspective with Andrew McDermott and Yohei Yamada from Mission Value

The Value Perspective

CHAPTER

Challenging Assumptions in Emerging Markets

This chapter explores how narratives and branding shape perceptions of regions like Colombia, often leading to unfair generalizations. It emphasizes the need for nuanced market research and self-awareness among investors to uncover true opportunities in diverse markets.

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