In a seminal paper published in the Harvard Business Review, Ready, Hill and Conger (2008) claim that emerging markets pose particular challenges for international companies. For instance, talent attraction strategies that work at home will probably need extensive adaptation to succeed in emerging countries, and an over-reliance on fluency in English may impede spotting talent. The authors argue it is critical to develop local talent and leverage diversity. In the global race for talent, a local company that creates genuine opportunities and displays the desired cultural conditions will often win out over a Western multinational offering higher pay. The authors also advocate the importance of nurturing aspirational role models from emerging countries at senior level positions.