A Grassroots Approach to Emerging-Market Consumers

Rob Katz — Mon, 11 Dec 2006 09:10:09 -0500

December 11, 2006 - 09:00, McKinsey Quarterly

Story Link: http://www.mckinseyquarterly.com/article_page.aspx?ar=1866&L2=16&L3=20&srid=27&gp=0

Teaser:
When companies figure out how to serve low-income consumers in developing countries profitably, everyone wins: the disadvantaged gain access to products and services that the private sector is best positioned to deliver, while companies tap into vast new markets. On top of that, when core sectors of the economy—such as banking, electricity, telecommunications, and water—thrive, they transform consumers into producers and promote economic development.

When companies figure out how to serve low-income consumers in developing countries profitably, everyone wins: the disadvantaged gain access to products and services that the private sector is best positioned to deliver, while companies tap into vast new markets. On top of that, when core sectors of the economy—such as banking, electricity, telecommunications, and water—thrive, they transform consumers into producers and promote economic development.

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A Grassroots Approach to Emerging-Market Consumers