Read e-book online Business Leaders Marketing to Bottom of the Pyramid PDF

By Chantell Beaty

ISBN-10: 1537687743

ISBN-13: 9781537687742

summary - company leaders frequently depart greater than 1/2 the world’s population—the backside of the pyramid (BOP), a $5-trillion industry of strength consumers—untapped for services and products as a result of failing to work out BOP markets as ecocnomic for company, but enterprise leaders who've controlled inclusive BOP advertising in Nigeria have skilled revenue margins as excessive as 120%. the aim of this a number of case examine used to be to discover innovations of commercial leaders who marketplace to bounce shoppers in Nigeria and retain a revenue. The learn inhabitants consisted of three company leaders within the Dallas and castle worthy metropolitan region who advertised to dance shoppers in Nigeria and maintained a revenue. The conceptual framework that grounded the examine used to be BOP advertising conception. information have been accumulated via semistructured in-depth interviews and corporate files, with member checking carried out to reinforce creditability and trustworthiness. in line with the methodological triangulation of the knowledge assets accumulated, three emergent issues have been pointed out following five phases of knowledge research. the topics have been (a) preserve low revenue margins in advertising crucial goods to the BOP in Nigeria, (b) preserve excessive revenue margins in advertising and marketing to the non-BOP in Nigeria, and (c) marketplace scaled-down items to the BOP in Nigeria. The findings from this learn may well give a contribution to social swap through delivering insights and methods for enterprise leaders looking to arrange for and maintain profitability. the knowledge from this learn may well give a contribution to raised revenue margins for company leaders in addition to task placement and entrepreneurship possibilities for the groups of Nigeria.

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New PDF release: Business Leaders Marketing to Bottom of the Pyramid

Summary - enterprise leaders frequently go away greater than half the world’s population—the backside of the pyramid (BOP), a $5-trillion industry of power consumers—untapped for services and products because of failing to determine BOP markets as ecocnomic for enterprise, but enterprise leaders who've controlled inclusive BOP advertising in Nigeria have skilled revenue margins as excessive as 120%.

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Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria by Chantell Beaty


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