Serving low-income markets: Rethinking Multinational Corporations’ Strategies

SadreGhazi, Shuan and Duysters, Geert (2008). Serving low-income markets: Rethinking Multinational Corporations’ Strategies. UNU-MERIT.

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UNU-MERIT Working Papers

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  • Author SadreGhazi, Shuan
    Duysters, Geert
    Title Serving low-income markets: Rethinking Multinational Corporations’ Strategies
    Publication Date 2008
    Publisher UNU-MERIT
    Abstract In recent years a new debate is emerging about market-based approaches to serve lowincome communities, opportunities in such markets and the role of multinational corporations. This paper aims at providing an overview of low-income markets thereby analyzing challenges that multinational corporations face in addressing such markets. Various examples of low-income market approaches are examined and different firm strategies regarding R&D, production and distribution in such markets have been illustrated and discussed. It is argued why specific strategies, many of them new to multinationals, are to be devised when it comes to serving low-income communities.
    Keyword Multinational corporations
    Low-income markets
    Bottom of the pyramid
    Business strategy
    JEL F23
    M19
    O32
    O19
    Copyright Holder UNU-MERIT
    Copyright Year 2008
    ISSN 1871-9872
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    Created: Wed, 11 Dec 2013, 16:22:43 JST