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Competitive Advantage from the Bottom of the Pyramid

LDRLB

Ajay is a technologist and business strategist who often obsesses over issues that range from the impact of technology on disruptive business models to entrepreneurship and impact investing. Common marketing theories from the 4Ps to the 5Cs have failed when trying to engage the BoP. You can find him at [link].].

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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 Phase 2: Glocalization. and which they now sell in Europe and the U.S.

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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. Surely, it has something to do with new communications technology. How will it change various goods and services, produce categories, promotion, marketing, and so on?

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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.

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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?