Resources

Pfeiffer, Peter / Massen, Sven / Bombka, Ulrich / 2007. Serving the low-income consumer: How to tackle this mostly ignored market.
Executive Agenda, X (2): 48-56.

Facing saturation and cutthroat competition in long-established markets, many multinational companies are seeking new markets. Yet until recently, they have largely ignored the more than 5 billion low-income consumers, thinking these consumers have no money to spend or are impossible to reach. Now several companies are disproving these perceptions.


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Appeared in

Sector: Education, Enterprise Mobile Phone Money Nutrition, Sanitation Mobile Phone Money
Region: East Asia, South Asia