Cartus Client Survey Names 44 Key Emerging Market Destinations for Corporate Transferees
A new report from Cartus Corporation, the leading provider of global relocation services, identifies 44 countries as key emerging markets for conducting business. The report, titled Mobility Challenges in Emerging Markets, is based on survey responses from 116 representatives of multinational corporations of all sizes that move from tens to thousands of employees per year. Overall, the survey found a highly diverse array of entrants in the “Emerging Markets” category.
The survey did show that of Cartus’ corporate clients who are planning to move their international transferees to countries deemed emerging markets, the so-called BRIC countries—Brazil, Russia, India, and China—that have held the top four spots in the recent past, still reign supreme:
• China took the top spot in the survey, with more than half (53%) of Cartus client respondents naming it as their company’s top destination among emerging markets, and India ranked second at 45%.
• Because China and India contain both highly developed and underdeveloped locations, however, the survey was limited to Tier II, III, and IV cities in those two countries (such as Chengdu and Sichuan in China, and Jaipur and Bhopal in India).
• Brazil (34%) and Russia (22%) were ranked third and fourth, respectively.
But the Cartus survey also pointed to revealing trends in the next grouping of destinations. Shown immediately below are the countries mentioned by at least five percent of respondents as being in their companies’ lists of “Top 3″ emerging markets:
• 5th: United Arab Emirates (UAE) (10%)
• 6th: South Africa (9%)
• 7th: Mexico (8%)
• 8th (tie): Malaysia and Saudi Arabia (6%)
• 10th (tie): the Philippines and Vietnam (5%).
Three of the locations listed among the top 10 key emerging markets—the Philippines, South Africa and Vietnam—have never been among the top 25 most common locations for relocation assignments, according to Cartus’ clients’ move patterns.
Other countries selected by Cartus clients as emerging markets include Indonesia, Bahrain, Egypt, Turkey, Qatar, and Cote d’Ivoire—several of which experienced political instability while the survey was being conducted. Asked whether they have implemented, or are considering implementing, any measures to deal with increased instability in an emerging market:
• 62% of companies said they have reinforced existing (or implemented additional) security;
• 52% of respondents have imposed, or plan to impose, travel restrictions for their employees.
“Corporations worldwide are clearly sending their employees to an unprecedented array of new locations that will pose an even broader range of challenges, both for mobility programmes and assignees on the ground,” says Kevin Kelleher, Cartus President and CEO. “In addition, the strong growth in international relocations underscores the need for global organisations to assess candidates very carefully to make certain they have the leadership and business skills that make them the right fit for the assignment.”
Importance of Emerging Markets
Emerging markets are defined by Cartus as those locations that have infrastructure, talent, or administrative difficulties that require targeted strategies for meeting recruiting, housing, education, transportation, culture, language, security and governmental challenges.
When asked how important emerging markets currently are to overall business strategy, compared with traditional markets:
• 51% of respondents said that emerging markets are more important
• 34% said “about the same,” and
• 9% said they are less important.
Asked how important emerging markets will be to overall business strategy during the next two years:
• 68% said “very important,” and
• 27% said “somewhat important.”
When companies were questioned why they are sending assignees to emerging market destinations, the top response (68%) was “to provide local leadership”—a common driver of long-term assignments overall.
• A close second (64%) was the response “provide project-based expertise”—a tactical driver that is often strongly associated with short-term assignments.
Further, the necessity of providing project-based expertise is indicative of the diversity of many emerging markets assignments and the premium put on assignees’ skills and self-sufficiency.
Challenges for the Future
When asked to name the top challenge of assignments in emerging markets:
• 51% of respondents replied “attracting candidates with the required technical/business skills”;
• 42% also cited “employee’s ability to adapt successfully to the location,” confirming the importance of being able to work effectively in a new environment.
Notably, financial issues, such as the ability to predict and control costs, ranked fifth in the list of challenges, thereby suggesting that emerging markets are so critical to future business success that the associated costs are less important than actually getting the job done.
“There is a delicate balance between controlling costs and ensuring the success of an assignment—a balance that mobility professionals must continuously weigh,” added Kelleher. “It is an issue that clearly illustrates the importance of good decision making—in policy development, programme design and employee selection—when planning and implementing non-traditional international assignments.”
Cartus Client Survey Names 44 Key Emerging Market Destinations
Numbers 1-31 were selected by respondents from a pre-populated list
1. China (Tier II, III, and IV cities)
2. India (Tier II, III, and IV cities)
5. United Arab Emirates
6. South Africa
9. Saudi Arabia
13. Czech Republic
21. South Korea
13 other emerging market countries were mentioned via write-in (listed alphabetically):
• Costa Rica
• Cote d’Ivoire
For a copy of the Mobility Challenges in Emerging Markets survey, visit www.cartusmoves.com/research/ and click on the “Emerging Markets Pulse Survey” thumbnail.
Cartus provides trusted guidance to organisations of all types and sizes who require global relocation solutions. Serving more than 60% of the Fortune 100 and providing service to over 160 countries, Cartus applies a half century of experience to help clients with their mobility, outsourcing, consulting and language and intercultural training needs. Honoured in both New York and London by the Forum for Expatriate Management in 2010 as “Relocation Management Company of the Year” and “Best Vendor Partnership,” Cartus is part of Realogy Corporation—a global provider of real estate and relocation services. To find out how Cartus’ greater experience, reach, and hands-on guidance can help your company, visit http://www.cartus.com; read our blog at http://www.cartusblog.com; or click http://www.realogy.com for more information.