Innovating for the Middle of the Pyramid in Emerging Countries - Softcover

 
9781108727136: Innovating for the Middle of the Pyramid in Emerging Countries
Softcover
ISBN 10: 1108727131 ISBN 13: 9781108727136
Publisher: Cambridge University Press, 2024

Synopsis

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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About the Authors

Alvaro Cuervo-Cazurra is Professor of International Business and Strategy at Northeastern University, AIB Fellow, and co-editor of Global Strategy Journal. He studies the internationalization of firms, particularly emerging market multinationals; capability upgrading, mainly technological capabilities; and governance issues, especially corruption in international business. He received a Ph.D. from MIT and an honorary doctorate from Copenhagen Business School.

Miguel A. Montoya is Full Professor and was the Director of the Graduate School at Tecnológico de Monterrey, Mexico. He is country representative at AIB-LAC and a founding member of the Fudan Latin America University Consortium. He has published on international business and economics, particularly emerging market multinationals, trade and investment China-Latin America. He co-edited the book Mexican Multinationals published by Cambridge University Press. He received a Ph.D. from Universitat Autonoma de Barcelona, Spain.

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Publisher
Cambridge University Press
Publication date
2024
Language
English
ISBN 10 
1108727131
ISBN 13 
9781108727136
Binding
Paperback
Number of pages
408
Editor
Cuervo-Cazurra Alvaro

Other Popular Editions of the Same Title

9781108480192: Innovating for the Middle of the Pyramid in Emerging Countries

Featured Edition

ISBN 10:  1108480195 ISBN 13:  9781108480192
Publisher: Cambridge University Press, 2021
Hardcover