Innovating for the Middle of the Pyramid in Emerging Countries |
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| Editor:
| Cuervo-Cazurra, Alvaro
Montoya, Miguel A. |
| ISBN: | 978-1-108-64773-1 |
| Publication Date: | Feb 2021 |
| Publisher: | Cambridge University Press
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| Book Format: | Digital (delivered electronically) |
| List Price: | USD $165.00 |
Book Description:
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This volume provides novel insights on how firms innovate products and services to match the distinct needs of the underserved and growing middle classes (i.e. the middle of the pyramid) of emerging markets. It will be useful for managers, consultants, researchers, and students interested in emerging economies and innovation.
This volume provides novel insights on how firms innovate products and services to match the distinct needs of the underserved and growing middle classes (i.e. the middle of the pyramid) of emerging markets. It will be useful for managers, consultants, researchers, and students interested in emerging economies and innovation.