It is becoming less and less conceivable to grow in total isolation from political, administrative and non-governmental forces.
With the popularization of communication and social networks, the population is more involved and influential than ever. This puts more pressure on both businesses and policy makers. It is essential to establish and maintain relationships with these players in order to familiarize them with your philosophy and ambitions.
These public affairs and lobbying actions are equally important in developing markets (which account for 80% of global growth) and in developed markets, although approaches may vary.