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Winning in Rural Emerging Markets

Author

Listed:
  • Fabio Ancarani

    (UNIBO - Alma Mater Studiorum Università di Bologna = University of Bologna)

  • Judy Frels

    (Audencia Recherche - Audencia Business School)

  • Joanne Miller

    (i2i Results - i2i Results)

  • Chiara Saibene

    (SDA Bocconi School of Management - Bocconi School of Management)

  • Massimo Barberio

    (General Electric Healthcare - General Electric Healthcare)

Abstract

In 2010, General Electric launched an investigation into how multi-national corporations (MNCs) were adapting to rural emerging markets. A team of 33 executives and three academics examined models ranging from Toyota's vehicle servicing program in East Africa to Nokia's localized mobile handset financing in India to Egis Pharmaceuticals' worker retention incentives in Eastern Europe. The project included 15 case studies from India, China, Africa and Eastern Europe. This article presents common tactics that these MNCs have used to successfully adapt to rural markets in emerging regions across five key organizational functions: product development, distribution, service, financing, and human resources.

Suggested Citation

  • Fabio Ancarani & Judy Frels & Joanne Miller & Chiara Saibene & Massimo Barberio, 2014. "Winning in Rural Emerging Markets," Post-Print hal-01025188, HAL.
    • Handle: RePEc:hal:journl:hal-01025188
    DOI: 10.1525/cmr.2014.56.4.31
    Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-01025188
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