When it comes to manufacturers serving those markets, "it's going to be very hard to get leverage for change" because consumers typically haven't applied as much pressure on brands as in Western countries, she said.

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Rigorous, hard, fact based Cost-Benefit Analysis has to be applied if the EZ is not to create another cash drain.

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The particular area in which such people make their mark might be determined purely by the kind of environment or skill to which they were exposed and how hard they then applied themselves.

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