Brazil has the largest fresh water resources in the world, but the market of municipal water is inefficient because customers, both corporations and individuals, do not trust the water provided. Since customers have no way of evaluating the quality of the water and rewarding a difference in quality, consumption remains suboptimal. An multinational in the domain of quality control and certification. Underwriters laboratories (UL) has the potential to act as a trusted third party and introduce confidence in the market. What should be its approach to a potentially huge but very uncertain market in one of the major developing economies?
