 They ranked 20th In 2018/19 , 14th in 2017/18, 17th in 2016/17 and 16th in 2015/16.In "Winning in Emerging Markets", released in 2010, Tarun Khanna and Krishna Palepu outline a practical framework for developing emerging market strategies based not on broad categorical definitions like geography, but on a structural understanding of these markets.Their framework describes how “institutional voids” – the absence of intermediaries like market research firms and credit card systems to efficiently connect buyers and sellers – create daunting obstacles for companies trying to operate in emerging markets.