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 yogurt-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.

【書誌情報】

ページ数：20ページ

サイズ：A4

商品番号：HBSP-CMR463

発行日：2010/8/1

登録日：2010/9/7