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IBS Case Development Center
Length: 6 pages
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Abstract
'The BOP is not one homogenous market, in fact, it is not a market at all. The BOP is a demographic classification. As a result of this misunderstanding, initial corporate efforts to serve the BOP have relied on the same market development approaches, tools, and managerial frameworks used to serve real consumers in real markets. Consequently, most first-generation corporation BOP ventures have failed to deliver any profits, much less a fortune'. In this interview, Dr Miguel Angel Gardetti shares his views on BOP markets and their unique characteristics, BOP markets fad or big marketing opportunities, base of pyramid learning lab and its objectives, organizational changes required for MNCs to tap the BOP markets.
About
Abstract
'The BOP is not one homogenous market, in fact, it is not a market at all. The BOP is a demographic classification. As a result of this misunderstanding, initial corporate efforts to serve the BOP have relied on the same market development approaches, tools, and managerial frameworks used to serve real consumers in real markets. Consequently, most first-generation corporation BOP ventures have failed to deliver any profits, much less a fortune'. In this interview, Dr Miguel Angel Gardetti shares his views on BOP markets and their unique characteristics, BOP markets fad or big marketing opportunities, base of pyramid learning lab and its objectives, organizational changes required for MNCs to tap the BOP markets.