Selling to the next billion customers
Until recently, the world’s poor were seen as people in need of largesse, whether from the state, large philanthropic organisations or small community groups, writes Amy Kazmin. Today, the poor are no longer seen just as passive aid recipients but as a new consumer class willing to pay for goods and services – if these products are packaged, and priced appropriately.
The radical notion that selling to the poor can be profitable – and can help to alleviate poverty – was most actively propagated by the late CK Prahalad, an Indian-born professor of corporate strategy at the University of Michigan.
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