Working Paper #2008-024
Serving low-income markets: Rethinking Multinational Corporations’ Strategies
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.
- Keywords
-
- Multinational corporations
- Low-income markets
- Bottom of the Pyramid
- Business strategy
- JEL codes
-
- F23
- M19
- O32
- O19
- UNU-MERIT
- Working
- Papers
- ISSN
- 1871-9872
Cite this as
APA 7th ed.SadreGhazi, S., & Duysters, G. (2008). Serving low-income markets: Rethinking Multinational Corporations’ Strategies (UNU-MERIT Working Paper No. 2008-024). UNU-MERIT. https://unu-merit.nl/publications/working-papers/abstract/?id=3352