Marketing Challenges and Opportunities in Emerging Economies: A Brazilian Perspective

This article describes the challenges and opportunities of marketing in an emerging economy, focusing on Brazil as an exemplar. The main features of the Brazilian economy are discussed with special attention given to the changing nature of the country's income distribution. Where Brazil once had a pyramid‐shaped income distribution typical of many less developed countries, this is rapidly giving way to a diamond‐shaped income distribution due to the emergence of a growing middle class. This, in turn, presents marketers with many opportunities ranging from franchise development to e‐commerce. At the same time, however, marketers are challenged by several features of the Brazilian economy, including poor logistics, corruption, and state interventionism, among other threats. © 2016 Wiley Periodicals, Inc.