期刊
CALIFORNIA MANAGEMENT REVIEW
卷 52, 期 4, 页码 29-47出版社
SAGE PUBLICATIONS INC
DOI: 10.1525/cmr.2010.52.4.29
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Market-based solutions to alleviate poverty have become increasingly popular in recent years. Unfortunately, there are very few examples of profitable businesses that market socially useful goods in low-income markets and operate at a large scale. This article examines three case studies of multinational firms that tried to market unquestionably useful products-clean water, eyeglasses, and nutritious yoghurt to the poor but did not succeed commercially. The article also discusses two positive examples of profitable BOP ventures: mobile phones and detergents. Developing strategies for marketing socially useful goods to the poor, far from triggering a revolution in business thinking, requires firms to get back to the basic principles and rules of economics and business.
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