The 86 percent solution : how to succeed in the biggest market opportunity of the next 50 years

著者

    • Mahajan, Vijay
    • Banga, Kamini
    • Gunther, Robert E.

書誌事項

The 86 percent solution : how to succeed in the biggest market opportunity of the next 50 years

Vijay Mahajan and Kamini Banga with Robert Gunther

Wharton School Publishing, c2006

  • hbk.

タイトル別名

86 % solution

Eighty six percent solution

大学図書館所蔵 件 / 全3件

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注記

Includes index

HTTP:URL=http://www.loc.gov/catdir/toc/fy0601/2005925782.html Information=Table of contents

内容説明・目次

内容説明

Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. 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. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the '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. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.

目次

About the Authors. Seeing Geeti. Preface: Do You Want to Be in This Market? Can You Afford Not to Be? Acknowledgments. 1. The Lands of Opportunity. The 86 Percent Opportunity Opportunities at Many Levels Characteristics of Emerging Markets and Opportunities They Create Finding Solutions The 86 Percent Solution Notes 2. Don't Build a Car When You Need a Bullock Cart. Designing for Six-Yard Saris Back to Basics Riding the Bullock Cart The 86 Percent Solution Notes 3. Aim for the Ricochet Economy. The Ricochet Economy Taking Aim More Bounce The 86 Percent Solution Notes 4. Connect Brands to the Market. Market-Stall Economies Brand Consciousness Strategies for Harnessing Local Brands Brands on the Run The 86 Percent Solution Notes 5. Think Young. A Fountain of Youth Strategies for the Youth Market Youth Leads to Growth The 86 Percent Solution Notes 6. Grow Big by Thinking Small. Inverted Pricing Small Homes Strategies for Thinking Small Small Wonders The 86 Percent Solution Notes 7. Bring Your Own Infrastructure. A Tale of Two Markets Regulatory and Financial Infrastructure Finding Opportunities in Infrastructure Overlapping Infrastructures The 86 Percent Solution Notes 8. Look for the Leapfrog. Leapfrog Strategies Beyond Appropriate Technology The 86 Percent Solution 9. Take the Market to the People. Complex Distribution Strategies for Taking the Market to the People Seeing Opportunities That Are Off the Grid The 86 Percent Solution 10. Develop with the Market. Strategies for Developing with the Market Four Paths Evolving Opportunities The 86 Percent Solution Notes Conclusion: An OpportunityNot to Be Missed. Appendix A: Complex Tapestry. Convergence of Civilizations Realizing the Gains Population Equals Profits Notes Index.

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