TY - CHAP
T1 - Innovating for the Middle of the Pyramid in Emerging Countries
T2 - Great Products for the MoP Consumption Practices
AU - Alcaraz Vargas, Jorge Luis
AU - Bernal, Arturo
AU - Cervantes, Mauricio
AU - Cuervo Cazurra, Alvaro
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
UR - https://www.mendeley.com/catalogue/c93852cd-4c00-3ae9-8351-6dd50d337e3a/
UR - https://www.cambridge.org/core/books/abs/innovating-for-the-middle-of-the-pyramid-in-emerging-countries/contributors/8E916CEC3F6DE10ADDEB3BD04490FC32
U2 - https://doi.org/10.1017/9781108647731
DO - https://doi.org/10.1017/9781108647731
M3 - Chapter (peer-reviewed)
BT - Innovating for the Middle of the Pyramid in Emerging Countries
PB - Cambridge University Press
ER -