Base-of-the-pyramid global strategy

Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences

关键词: partnerships;    emerging economies;    base-of-the-pyramid;    strategy;   

DOI  :  

来源: DOAJ

【 摘 要 】

Global strategies for MNCs should focus on customers in emerging and developing markets instead of customers in developed economies. The “base-of-the-pyramid segment” comprises 4 billion people in the world. In order to be successful, companies will be required to form unconventional partnerships- with entities ranging from local governments to non-profit organizations - to gain the community’s trust and understand the environmental, infrastructure and political issues that may affect business. Being able to provide affordable, high-quality products and services in this market segment often means new approaches to marketing- new packaging and pricing structures, and using unfamiliar distribution structures.

【 授权许可】

Unknown