Bringing a Global Brand to an Emerging Market

Italy’s Piaggio is a 127-year-old firm with a proud heritage and iconic global brands such as the Vespa scooter. Companies with such deep roots often have trouble adjusting to an emerging market, yet Piaggio has succeeded through creating a new market segment and targeting mid-sized countries. I interviewed Costantino Sambuy, the head of Piaggio’s efforts, about what approaches worked. Read more in my piece for Forbes.

Story by Steve Wunker.

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