Jeevan Jeyaratnam of Abelson Odds explains why it’s good to tread carefully when squaring up to emerging markets.

Abelson Odds

TRYING to “fit a square peg into round hole” is a popular turn of phrase, used colloquially when suggesting that a particular approach to a problem is ill conceived.

That very analogy describes well the UK launch of the infamous Sunbets product in August 2016. From the outside, the project appeared to have a better than average chance of making a splash in the UK marketplace.

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