How to Make Innovations Work in Developing Economies
N.S. Muthukumaran ORGMARG Research Ltd. India.
INTRODUCTION
Many multinationals have been looking at the third world markets for growth and expansion. The sheer mass of population in countries like China and India coupled with low penetration levels and low per capita consumption of many product categories make these markets particularly attractive. These marketers do not have a choice but to look towards these markets for growth as in their home markets penetration levels are near saturation and growth rates are minimal.
In the case of India, the last decade has...