At the simplest end are targeted marketing opportunities in mature markets. To help companies see how these challenges affect various business prospects, they have developed an “opportunity map” that classifies opportunities along a spectrum from the least complex and resource-intensive to the most. The authors cite two main challenges in selling profitably to the bottom of the pyramid: changing consumers’ behavior and changing the way products are made and delivered. That’s the contention of the authors, who say that a steady flow of profits from manageable ventures will pave the way for later investments in more-ambitious socially beneficial projects. The best way for companies to improve the lives of the world’s poorest people-those at the bottom of the pyramid-is to focus first on doing good business, not just on doing good.
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