Managers have long understood the reason to invest in new products. Now, however, face an even more pressing need: investment in targeting new markets, in particular the least developed countries (LDCs). The argument presented in this article, or to start stepping up marketing efforts in these countries makes two related points. First, a healthy global economy requires that consumers in developing countries, particularly China and spend more because the trade imbalances between the United States and the least developed countries can not be maintained. Second, to promote consumption in LDCs and benefits of marketing experience in the developed world must refocus. Success will require the development, promotion and distribution of products in excess of economic constraints in some markets, and the other will overcome an understandable reluctance to spend rather than save. Suggest that lessons can be learned from the examples of recent efforts of LDCs by a pharmaceutical company (Pfizer) and a seller of dietary supplements (Procter & Gamble), and the pioneering efforts of the least developed countries themselves (including cheap cars private schools and $ 2,500).
by
Emmanuel Yujuico,
Betsy Gelb
Source: Business Horizons
9 pages.
Release: September 15, 2010. Prod #: BH405-PDF-ENG
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