Read the attached article and answer the following questions. 1. What makes operating in emerging markets different from developed markets? 2. After reading the attached article, what role can “first, win from within” play in seeing the voids others might miss? 3. What distinguishes hard and soft infrastructure voids? Are all voids bad? if not, why? 4. Why might developed market firms struggle in emerging markets? What opportunity does this present to consultants?