The first reason is that local businesses understand the needs of their consumer population and can quickly adapt to meet the needs of those individuals. Another advantage of local companies is their ability to develop business models adapted to the culture of their region. Culture can be defined as “the complex system of values, traits, morals, and customs shared by a society” (Guffey and Loewy, 2011, 2008, p. 83). Having an understanding of a society's behaviors can help adjust various product lines that support those cultures. The last reason is the adoption of the latest technologies. Emerging markets can be more flexible because they are not entrusted with expensive infrastructure based on old technologies. This can be a significant advantage in many industries and attract the younger, tech-savvy generation (Cullen & Parboteeah, 2011). Developed countries like the United States, Europe, and Japan need to adjust their strategies based on the impact. emerging markets. Developed countries have certain advantages or emerging markets that have enabled long-term stability of their economies. These countries generally have less volatility in their economic performance and are less affected by global economic shocks due to their ability to change or modify their response to the situation (Hoen,