Insights

• Charles Spinosa
• Change Management
• Developing Productive Customers
• Extending Scenario Planning into Transvaluations
• Information Technology and the Institution of Identity
• Innovative Insights
• Promised-based Management
• Taking an EXPANDED View of Customers' Needs
• Using Commitments to Manage Across Units
• Viral Marketing
• Gerald Adams
• The Internet is reviving the fractured conversation
• Callum Lindsay
• Agile Software Development
• Billy Glennon
• Enterprise SOA and the Intelligent Finance Project
• Creating new business models around relationships
• The one-way content revolution has got it wrong

Emerging Markets:

Developing Productive Customers in Emerging Markets

By Charles Spinosa, Maria Flores Letelier and Fernando Flores.

First published in the California Management Review, Vol. 45, No. 4.

The full article is available for download from Harvard Business Review Online

Description

Most companies believe that successful entry into lower income, emerging markets requires price slashing by subtracting product features. Moreover, companies generally believe that it is appropriate to appeal to potential customers strictly as consumers who

want their needs satisfied. Demonstrates that companies can appeal to customers as productive agents who want to build and transform their lives. Offering customers productivity-enhancing systems coupled with culturally appropriate offerings allows companies to charge appropriately and succeed in lower income, emerging markets. Provides examples of such successful competitive differentiation in the global marketplace.

Subjects Covered

Emerging markets, Market entry, Market positioning, Product differentiation.