The challenges of succeeding in emerging markets are forcing the Western powers to come up with bold new strategies. They\u2019re under pressure to innovate like crazy, pioneer new ways of doing business, and outmaneuver their feisty new competitors. \n\n\n\nThat\u2019s what BusinessWeek says in the international cover story for its Sept. 27 issue. The story, portentiously called Tech\u2019s Future, mostly talks about technology companies\u2019 entry into developing economies. The story is both optimistic about the promise of fresh new markets\u2014millions and millions of poor people just waiting to become consumers like us\u2014and full of warning about how those new markets may shake some giants from their pedestals as they have to adapt and compete in unfamiliar arenas. Giants like Intel, Cisco, IBM, even Microsoft are being forced to compete against smaller, nimbler local companies that sometimes have close ties to their governments. The future will include new ways to get traditionally pricey and sophisticated products to the huge untapped markets where cash is tight and infrastructure unreliable. Hewlett-Packard, for instance, rents equipment with solar chargers to itinerant photographers who make a good living in remote villages. That\u2019s not part of what you\u2019d think of as HP\u2019s core business, but, the story suggests, mold-breaking approaches are going to win the day. If you\u2019ve got an idea that\u2019d help your company break into a so-far-untouched market, it might do your reputation good to voice it.\n\n\n\nFor an interesting twist on difficulties in entering global markets, check out Websites, Alphabytes from our archives. The ABCs could cause you trouble!