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Winning in Rural Emerging Markets
- Source :
- California Management Review, California Management Review, University of California Press, 2014, 56 (4), pp.31-52. ⟨10.1525/cmr.2014.56.4.31⟩
- Publication Year :
- 2014
- Publisher :
- HAL CCSD, 2014.
-
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.
Details
- Language :
- English
- ISSN :
- 00081256
- Database :
- OpenAIRE
- Journal :
- California Management Review, California Management Review, University of California Press, 2014, 56 (4), pp.31-52. ⟨10.1525/cmr.2014.56.4.31⟩
- Accession number :
- edsair.dedup.wf.001..5b5ac5f9319cf9103f759372200f8bff
- Full Text :
- https://doi.org/10.1525/cmr.2014.56.4.31⟩