The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the 21st Century

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Product Description Solution: How to Succeed in the Biggest

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From the Back Cover How to Succeed in the Biggest

Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. As traditional markets become increasingly unprofitable, emerging markets becomethe #1 opportunity for growth. Learn how to redefinethe 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Economic systems The 86 Percent Solution:.

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