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The distinct differences between business operations in developed and emerging markets can be simple and complicated across industries. However, it becomes more complex when the interplay of business dynamism and environmental changes becomes the benchmark, especially the vagaries, acceptance and evolution of technology. Twenty-first-century business practices and operations are largely dominated and interrupted by the intertwining of technological advancement that is changing modes of operations at different levels across industries and consumer acceptance in different markets. Importantly, while organisations might be concerned about what is adaptable to the local market or the extent to which standardisation will fit into the local market, consumers’ choice and acceptance are premised on different factors like disposable income, social class and status, culture and societal receptiveness to new technology; hence, the need to arrive at balance through market and consumer behaviour analyses for business success.
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