Resources

Hammond, Allen L. / Prahalad, C. K. / 2004. Selling to the Poor.
Foreign Policy, 142: 30-37.

Searching for new customers eager to buy your products? Forget Tokyo’s schoolgirls and Milan’s fashionistas. Instead, try the world’s 4 billion poor people, the largest untapped consumer market on Earth. To reach them, CEOs must shed old concepts of marketing, distribution, and research. Getting it right can both generate big profits and help end economic isolation throughout the developing world.


> Download

Appeared in

Sector: Nutrition, Sanitation Access, Laptops, Phone
Region: East Africa South America South Asia, Southeast Asia