The Right Entry Point for Emerging Markets

Source(HBR)

Interesting article on innovation in the emerging markets. The theme origins in the question:

What’s the Right Entry Point for Emerging Markets: Target Customers at the Bottom or the Middle of the Pyramid?

Cites references of Tata Nano, IKEA, P&G. The author argues that many companies ought to start in the middle, rather than covering the spectrum ends of the customer segments.

Also a link to the full webinar is available. I’ve marked it to view later.

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