1. Winning in Rural Emerging Markets
- Author
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Fabio Ancarani, Judy Frels, Joanne Miller, Chiara Saibene, Massimo Barberio, Alma Mater Studiorum Università di Bologna [Bologna] (UNIBO), Audencia Recherche, Audencia Business School, i2i Results, SDA Bocconi School of Management, Bocconi School of Management, and General Electric Healthcare
- Subjects
Growth Strategy ,Emerging markets ,[SHS.GESTION]Humanities and Social Sciences/Business administration ,Marketing Strategy ,Emerging markets,Marketing Strategy,Growth Strategy - Abstract
Accepted in California Management Review. Soon available in JSTOR; International audience; 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.
- Published
- 2014
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