The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the Next 50 Years / Mahajan, Vijay.

1st edition.

[Place of publication not identified] : Pearson, 2005.

1 online resource (256 pages)

Access is available to the Yale community.

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Most global businesses focus nearly all their efforts on selling to the wealthiest 14% of the world's population. It's getting harder and harder to make a profit that way: these markets are oversaturated, overcompetitive, and declining. The Invisible Market shows how to unleash new growth and profitability by serving the other 86%. Vihajan Mahajan offers detailed strategies and implementation techniques for product design, pricing, packaging, distribution, advertising, and more. Discover radically different 'rules of engagement' that make emerging markets tick, and how European and Asian companies are already driving billions of dollars in sales there. Mahajan shows how to understand and manage lack of infrastructure and media, low literacy levels, and 'unconventional' consumer behavior. Learn how to redefine the 'real' competition; tap into the informal economy and unconventional channels; leverage expatriate word-of-mouth; pool demand to reach critical mass; piggyback innovations on local tradition; and price and package to reflect local realities. As traditional markets become increasingly unprofitable, emerging markets become the #1 opportunity for growth.

O'Reilly Safari. OCLC KB.

Online version: Mahajan, Vijay. 86 percent solution. Upper Saddle River, N.J. : Wharton School Publishing, ©2006

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March 03, 2022