Marketing to the bottom of the pyramid: opportunities in emerging markets
作者: Maktoba Omar Robert L. Williams Jr.
刊名: Int. J. of Services, Economics and Management, 2009, Vol.1 (4), pp.427-446
来源数据库: Inderscience Enterprises Limited
DOI: 10.1504/IJSEM.2009.024845
关键词: bottom of the pyramidemerging marketsconsumer purchasing poweremerging MNCsmultinational corporationsborn globalsglobalisationeconomic growth.
原始语种摘要: The significance of emerging economies to global marketing within the context of a paradigm shift of international business is enormous. The purpose of this paper is to show that emerging markets have two separate areas of opportunity for multinational corporations: to buy and to sell. The paper first involves a discussion of economic growth in emerging markets, and the importance to the global marketplace, and the emergence of the bottom of the pyramid (BOP) market. Then, recent strategies by companies to address this potential are analysed. Emerging markets do not consist of one market. They are diverse and can require separate market entry and market development strategies. With more manageable risks, ease of communications and transportation, higher income growth and increasing...
全文获取路径: Inderscience 出版公司  (合作)

  • emerging 浮起
  • market 市场
  • multinational 跨国
  • pyramid 角锥体
  • bottom 底壁
  • sourcing 纯源化
  • purchasing 采购
  • opportunity 机会
  • income 收入
  • BOP Basic Operator Panel