Serving low-income markets: Rethinking Multinational Corporations’ Strategies
Shuan SadreGhazi & Geert Duysters
#2008-024
In recent years a new debate is emerging about market-based approaches
to serve lowincome communities, opportunities in such markets and the
role of multinational corporations. This paper aims at providing an
overview of low-income markets thereby analyzing challenges that
multinational corporations face in addressing such markets. Various
examples of low-income market approaches are examined and different firm
strategies regarding R&D, production and distribution in such markets
have been illustrated and discussed. It is argued why specific
strategies, many of them new to multinationals, are to be devised when
it comes to serving low-income communities.
Key words: Multinational corporations, Low-income markets, Bottom of the
Pyramid, Business strategy
JEL codes: F23, M19, O32, O19
UNU-MERIT Working Papers
ISSN 1871-9872