This dimension is especially critical for Samsung, as the opening up of many markets in the developing world has meant that the company can expand its global footprint. However, this dimension is also a worry since the ongoing global economic crisis has severely dented the purchasing power of consumers in many developed markets forcing Samsung to seek profitable ventures in the emerging markets. The key point to note here is that the macroeconomic environment in which Samsung operates globally is beset with uncertainty and volatility leading to the company having had to reorient its strategies accordingly. The saving grace for the company is that it has adjusted rather well to the tapering off of the consumer disposable incomes in the developed world by expanding into the emerging and the developing markets. Indeed, this is the reason Samsung has begun an aggressive push into the emerging markets in the hope of making up for lost business from the developed world.