Market-based solutions to relieve poverty have become increasingly popular lately. Unfortunately, there are hardly any examples of lucrative companies that promote useful goods in low-income markets and manage at a large scale. This article examines three case studies of multinational businesses that attempted to advertise unquestionably useful products- nutritious yogurt, eyeglasses, and clean water -to the poor but did not succeed.
The post also discusses two positive examples of prosperous BOP enterprises: mobile phones and detergents. Developing strategies for promotion socially useful goods to the poor, much from triggering a revolution in business thinking, requires firms to get back to the basic principles and rules of company and economics.
PUBLICATION DATE: August 01, 2010 PRODUCT #: CMR463-PDF-ENG
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GLOBAL BUSINESS
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