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When a marketer is about to enter a new market, he must first evaluate the environment of the target market, especially when it is a distant and unfamiliar one. Second, the marketer should devise a means to ensure success once in the target market. A study points to a vital requisite for sustainable international marketing success in unfamiliar markets such as those of Sub-Saharan Africa. A survey of the expectations of environmental effects on marketing activity from managers in 4 countries is used to show similarities and differences in market environmentalism between African and Asian markets and how such knowledge can be instructive for international marketing strategy. It finds that marketing activity in emerging markets is highly susceptible to environmental effects, and that there are no clear differences in market environmental between African and Asian markets.