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Serving low-income markets: Rethinking Multinational Corporations’ Strategies

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Author Info
SadreGhazi, Shuan () (UNU-MERIT)
Duysters, Geert () (UNU-MERIT)

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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.

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File URL: http://www.merit.unu.edu/publications/wppdf/2008/wp2008-024.pdf
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Paper provided by United Nations University, Maastricht Economic and social Research and training centre on Innovation and Technology in its series UNU-MERIT Working Paper Series with number 024.

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Date of creation: 2008
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Handle: RePEc:dgr:unumer:2008024

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Web page: http://www.merit.unu.edu

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Related research
Keywords: Multinational corporations; Low-income markets; Bottom of the Pyramid; Business strategy;

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Find related papers by JEL classification:
F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
M19 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Other
O32 - Economic Development, Technological Change, and Growth - - Technological Change - - - Management of Technological Innovation and R&D
O19 - Economic Development, Technological Change, and Growth - - Economic Development - - - International Linkages to Development; Role of International Organizations

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    Other versions:
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