Last month, I was invited to a meeting of the European Economic Council. The focus was BRICs, and I spoke about BRICs and beyond. Companies represented were GE, Xerox, E&Y, Booz, USB, Burston and Marstellar, among others. The common refrain was that companies must exercise caution when entering or doing business in these markets. However, it was also clear that the time to enter the markets was now and low returns would turn into a gold rush ten years down the line.