Q. Would you agree that the main differentiator between MNC's and EMNC's is that EMNC's find a gap in the market and create a brand based off of a niche segment, versus an MNC creates their own market and builds their brand from scratch?

It is true that some EMNCs create a brand in a niche segment as, for example, is the case for India’s Marico, which has built up a brand called GO in the hair gel category, targeted to more devout Muslims, by creating an alcohol free formulation.  However, other brands, for example, China’s Lenovo serves the entire PC market and India’s Mahindra and Mahindra serves consumers who want “an honest SUV”, a market spanning the emerging markets from Asia, through Africa and Eastern Europe, to Latin America, plus less affluent consumers in the developed world.  Clearly, these are not niche markets.

There is a second part to your question.  You ask if only MNCs create new markets and build brands from scratch?  Again, EMNCs also create new market spaces and build brands from scratch.  Consider East African Breweries’ Senator Keg brand. The brand has opened a completely new market at the bottom of the pyramid weaning people who were drinking illicit liquor at great risk to their health and often their lives to a safe and hygienic alternative. The brand has been transformative and has won plaudits from the Kenyan government for its efforts.

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