Innovating for the Middle of the Pyramid in Emerging Countries
Book Details
Format
Hardback or Cased Book
ISBN-10
1108480195
ISBN-13
9781108480192
Publisher
Cambridge University Press
Imprint
Cambridge University Press
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Mar 4th, 2021
Print length
300 Pages
Weight
742 grams
Dimensions
15.90 x 23.50 x 3.00 cms
Product Classification:
Business & managementBusiness innovationInternational business
Ksh 18,700.00
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This volume provides novel insights on how firms innovate products and services to match the distinct needs of the underserved and growing middle classes (i.e. the middle of the pyramid) of emerging markets. It will be useful for managers, consultants, researchers, and students interested in emerging economies and innovation.
The transformation of emerging markets in recent decades has generated a new, growing, and very large middle class market, also known as the middle of the pyramid. This market segment, which is middle by the standards of emerging markets yet low by the standards of advanced economies, is extremely attractive for firms, but still understood and underserved. This volume presents detailed analyses of exemplary firms that have innovated products, services, and business models to fulfil the needs and desires of these new middle classes. It provides useful insights for managers, consultants, researchers, and students interested in emerging economies, and actionable lessons on how to innovate for a new and expanding market segment.
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