The transformation of emerging markets in recent decades has
generated a new, growing, and very large middle class market, also
known as the middle of the pyramid. This market segment, which is
middle by the standards of emerging markets yet low by the
standards of advanced economies, is extremely attractive for firms,
but still understood and underserved. This volume presents detailed
analyses of exemplary firms that have innovated products, services,
and business models to fulfil the needs and desires of these new
middle classes. It provides useful insights for managers,
consultants, researchers, and students interested in emerging
economies, and actionable lessons on how to innovate for a new and
expanding market segment.
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