K. Prahalad and A. Hammond, Serving the World's Poor, Profitably, Harvard Business Review, vol.80, issue.9, pp.48-57, 2002.

T. N. Kupp and . Behl, The Last Frontier: Market Creation in Conflict Zones, Deep Rural Areas, and Urban Slums Rural to the Rescue, California Management Review Business Today, vol.52, issue.4, pp.6-28, 2010.

P. A. Kumar, . Paninchukunnath-aadarsh, E. Baijal, A. Beinhocker, D. Bose et al., 3P Framwork: Rural Marketing in India The 'Bird of Gold': The Rise of India's Consumer Market, Challenges and Opportunities of Indian Rural Market, pp.161-173, 2007.

P. Ghemawat, Finding Your Strategy in the New Landscape, Harvard Business Review, vol.88, issue.3, pp.54-60, 2010.

M. W. Johnson, C. M. Christensen, and H. Kagermann, Reinventing your Business Model, Harvard Business Review, vol.86, issue.12, pp.57-68, 2008.

T. See, K. G. Khanna, J. Palepu, and . Sinha, Strategies that Fit Emerging Markets

K. G. Khanna, K. Palepu-anil, H. Gupta, and . Wang, Winning in Emerging Markets: A Road Map for Strategy and Execution, Harvard Business Review Getting India and China Right, vol.83, issue.6, pp.63-74, 2009.

J. R. Immelt, V. Govindarajan, and C. Trimble, How GE is Disrupting ItselfPunching above their weight': The sources of competitive advantage for emerging market multinationals, Harvard Business Review International Journal of Emerging Markets, vol.87, issue.84, pp.56-65, 2009.

M. Zeschky, B. Widenmayer, and O. Gassmann, FRUGAL INNOVATION IN EMERGING MARKETS, Research-Technology Management, vol.54, issue.4, pp.38-45, 2011.
DOI : 10.5437/08956308X5404007

R. Immelt, T. Govindarajan, V. Govindarajan, and R. Ramamurti, Reverse Innovation, Emerging Markets, and Global Strategy, Global Strategy Journal, vol.1, pp.167-1783, 2011.

C. Hang, J. Chen, and A. M. Subramian, Developing Disruptive Products for Emerging Economies: Lessons from Asian Cases Research-Technology Management, addition to Prahalad and Hammond (op. cit.) key work in this area includes C. K. Prahalad, Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits, pp.21-26, 2004.

V. Mahajan and K. Banga, The 86% Solution: How to Success in the Biggest Market Opportunity of the 21 st Century, 2006.

J. Anderson, C. Markides, S. Shankar, C. Ormiston, N. Bloch et al., Strategic Innovation at the Base of the Pyramid How to Win in Emerging Markets, Sloan Management Review Sloan Management Review cit, pp.83-88, 2007.

T. Levitt, The Globalization of Markets, Harvard Business Review, vol.61, issue.3, pp.92-102, 1983.

. Shankar, End of the Multinational: Emerging Markets Redraw the Picture, Journal of Business Strategy, vol.28, issue.5, pp.4-12, 2007.

N. Jagdish and . Sheth, Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices, Journal of Marketing, vol.75, pp.166-182, 2011.

. Christensen, The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail, 1997.
DOI : 10.15358/9783800642816

S. Prokesch, How GE Teaches Teams to Lead Change 20 Levitt, op. cit. 21 A significant review of Coca-Cola's MDC system by Jane Nelson, Eriko Ishikawa and Alexis Geaneotes can be found at Developing Inclusive Business Models: A Review of Coca-Cola's Manual Distribution Centers in Ethiopia and Tanzania, Executive Summary, Harvard Business Review, vol.87, issue.1, pp.99-106, 2009.