A Model of a Product Launch at the Bottom of the Pyramid

Sofie Van Den Waeyenberg, Luc Hens

Onderzoeksoutput: Conference paper

Samenvatting

Prahalad and Hart advise companies to launch a product innovation on the marketplace in low- and middle-income countries before launching it in high-income countries. The question arises which characteristics of low-, middle-, and high-income countries determine the success of a product innovation. The most important obstacles in high-income countries are strong competition, vested interests and high expectations from consumers. Competition in low- and middle-income countries is low and market size is too large to ignore. Poor living conditions and non-consumption make it easier for a new product to satisfy consumers. Lack of infrastructure can be a benefit.
Originele taal-2English
Titel33rd EIBA Annual Conference - International Business, Local Development and Science-Technology Relationships
UitgeverijEuropean International Business Academy
StatusPublished - 15 dec 2007
EvenementUnknown - Stockholm, Sweden
Duur: 21 sep 200925 sep 2009

Publicatie series

NaamInternational Business, Local Development and Science-Technology Relationships

Conference

ConferenceUnknown
LandSweden
StadStockholm
Periode21/09/0925/09/09

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