Winning in Rural Emerging Markets

Fabio Ancarani, Judy Frels (), Joanne Miller, Chiara Saibene and Massimo Barberio
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Fabio Ancarani: UNIBO - Alma Mater Studiorum Università di Bologna = University of Bologna
Judy Frels: Audencia Recherche - Audencia Business School
Joanne Miller: i2i Results - i2i Results
Chiara Saibene: SDA Bocconi School of Management - Bocconi School of Management
Massimo Barberio: General Electric Healthcare - General Electric Healthcare

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Abstract: In 2010, General Electric launched an investigation into how multi-national corporations (MNCs) were adapting to rural emerging markets. A team of 33 executives and three academics examined models ranging from Toyota's vehicle servicing program in East Africa to Nokia's localized mobile handset financing in India to Egis Pharmaceuticals' worker retention incentives in Eastern Europe. The project included 15 case studies from India, China, Africa and Eastern Europe. This article presents common tactics that these MNCs have used to successfully adapt to rural markets in emerging regions across five key organizational functions: product development, distribution, service, financing, and human resources.

Keywords: Emerging markets; Marketing Strategy; Growth Strategy (search for similar items in EconPapers)
Date: 2014
Note: View the original document on HAL open archive server: https://audencia.hal.science/hal-01025188
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Published in California Management Review, 2014, 56 (4), pp.31-52. ⟨10.1525/cmr.2014.56.4.31⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01025188

DOI: 10.1525/cmr.2014.56.4.31

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