The 86% Solution
Most companies focus on selling to the developed nations and overlook the eighty six percent of the world's population that live in the undeveloped ones. Part of the problem is the different rules when dealing with local cultures and governments but there are also multiple challenges related to a lack of media outlets for advertising, a lack of transportation to move goods, and the lack of a skilled or educated labor force. The authors of this book walk take the reader through these challenges and show how they can also be opportunities if you understand how to take advantage of them. The authors make a very compelling argument that this is really a drastically under-served market with billions of dollars available. Add to this the fact that so many companies are shifting jobs to these nations and you soon see that the old demographics are changing and many people are moving up to middle class status with extra money available for discretionary spending. If you can design or alter your product to appeal to the local culture then you can tap into this market. The book is filled with lots of examples of how various companies have been able to take advantage of these markets and specific strategies that can be used by anyone. The 86% Solution is highly recommended for anyone or any company looking to penetrate this surprisingly lucrative area.
Authors: Vijay Mahajan, Kamini Banga
Publisher: Wharton School Publishing
Pearson Education, Inc.
One Lake Street
Upper Saddle River, NJ 07458
Copyright: 2006
ISBN: 0131489070
Pages: 215 plus index