Template-type: ReDIF-Paper 1.0
Author-Name: SadreGhazi, Shuan
Author-Email: sadreghazi@merit.unu.edu
Author-Workplace-Name: UNU-MERIT
Author-Name: Duysters, Geert
Author-Email: duysters@merit.unu.edu
Author-Workplace-Name: UNU-MERIT
Title: Serving low-income markets: Rethinking Multinational Corporations’ Strategies
Abstract: 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.
Classification-JEL: F23, M19, O32, O19
Keywords: Multinational corporations, Low-income markets, Bottom of the Pyramid,
	 Business strategy
Series: UNU-MERIT Working Papers
Creation-Date: 2008
Number: 2008-024
File-URL: https://unu-merit.nl/publications/wppdf/2008/wp2008-024.pdf
File-Format: application/pdf
File-Size: 275 Kb
Handle: RePEc:unm:unumer:2008024