Competitive Advantage from the Bottom of the Pyramid

LDRLB

The BoP markets are a hotbed for innovation and companies that are able to mold their business models to fit within this paradigm can truly alter traditional business models. Common marketing theories from the 4Ps to the 5Cs have failed when trying to engage the BoP. Glocalization” of products has made LG successful where other South Asian companies have struggled. [Editor''s Note: This is a guest post from Ajay Swamy.

Great Advertising Is Both Local and Global

Harvard Business Review

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market. By getting the glocal model right, Johnnie Walker reversed a continuing decline and more than doubled its global business in ten years.

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3 Ways Social Entrepreneurs Can Solve Their Talent Problem

Harvard Business

The impact of “social entrepreneurs” — individuals who deploy innovation and market forces to fill social needs — is growing. RippleWorks, a private foundation that supports emerging market entrepreneurs by providing them with leading Silicon Valley executives as advisors, asked those questions in a recent survey of 628 social entrepreneurs from all over the world. Vincent Tsui for HBR.

The $2,000 Car

Harvard Business Review

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Deere & Company developed a small tractor, the 35-horsepower Krish, built and priced specifically for the India market, competing head on with the Indian market leader, Mahindra & Mahindra. Phase 2: Glocalization.

How Story Platforms Help Global Brands Go Local

Harvard Business Review

One solution to this tension is to pursue what we call glocal advertising strategy — locally adapting a universally embraced core idea that will resonate in any market anywhere in the world.". The key question for global brands is, "How can marketers pull it off consistently?". Coca-Cola, following a well-defined global trend among savvy advertisers, declared in 2011 that it''s marketing practice was going to shift to content creation. Advertising Marketing

P&G Innovates on Razor-Thin Margins

Harvard Business Review

market share of more than 80%, with Schick a distant second. But that is not the story in developing markets, where these top-of-the-line products don't fare nearly as well. So how is it that Gillette has over 50% market share in India — the world's largest shaving blade market by volume? It starts as most such stories do — with a Western-based company trying to sell their cheapest products in emerging markets. If you shaved today, either in the U.S.

The Problem with Trend Tracking

Harvard Business Review

Both parties are to this extent "glocal" — global and local. Marketing once specialized in advertising and packaging that was identical everywhere. How will it change various goods and services, produce categories, promotion, marketing, and so on? I'm teaching a course this January on how to read cultural trends ( CMS.S62 in the nomenclature of MIT). You might like to join us if you're in Boston.