John Jeffrey enjoys vegetables, so much so that he has given up his full-time job as a lawyer to concentrate on growing and marketing organic vegetables. He started growing vegetables 20 years ago in his back garden and eventually became fully self-sufficient in supplying vegetables for the family. Partly bored with his legal job and tempted by an attractive severance package, John decided he would try to establish his own vegetable supply business. Eighteen months ago, he looked around for two fields to lease in which he could grow organic vegetables.

Question - What in your opinion are the pros and cons that an organization of this type usually need to face? When they enter emerging markets?