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Winning in Rural Emerging Markets

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.
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Submitted on : Tuesday, July 22, 2014 - 12:12:08 PM
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Fabio Ancarani, Judy Frels, Joanne Miller, Chiara Saibene, Massimo Barberio. Winning in Rural Emerging Markets. California Management Review, University of California Press, 2014, 56 (4), pp.31-52. ⟨10.1525/cmr.2014.56.4.31⟩. ⟨hal-01025188⟩

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