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The 86 Percent Solution

How to Succeed in the Biggest Market Opportunity of the Next 50 Years

By: Vijay Mahajan,Kamini Banga

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The 86 Percent Solution

How to Succeed in the Biggest Market Opportunity of the Next 50 Years

By: Vijay Mahajan,Kamini Banga

Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.

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Page Count

314

Publisher

Pearson Education

Published Date

ISBN 10

0132782154

ISBN 13

9780132782159

The 86 Percent Solution

How to Succeed in the Biggest Market Opportunity of the Next 50 Years

By: Vijay Mahajan,Kamini Banga

Write a review Read reviews Take a Quiz Solve Book Puzzle

The 86 Percent Solution

How to Succeed in the Biggest Market Opportunity of the Next 50 Years

By: Vijay Mahajan,Kamini Banga

Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.

Average ratings

N/A

5

0%

4

0%

3

0%

2

0%

1

0%

Solve jigsaw puzzle

Age

Page Count

314

Publisher

Pearson Education

Published Date

ISBN 10

0132782154

ISBN 13

9780132782159