By Chantell Beaty

summary - company leaders usually depart greater than half the world’s population—the backside of the pyramid (BOP), a $5-trillion industry of power consumers—untapped for services and products because of failing to determine BOP markets as ecocnomic for enterprise, but enterprise leaders who've controlled inclusive BOP advertising in Nigeria have skilled revenue margins as excessive as 120%. the aim of this a number of case research was once to discover options of commercial leaders who industry to dance shoppers in Nigeria and continue a revenue. The research inhabitants consisted of three enterprise leaders within the Dallas and fortress worthy metropolitan region who advertised to dance shoppers in Nigeria and maintained a revenue. The conceptual framework that grounded the learn used to be BOP advertising thought. facts have been accumulated via semistructured in-depth interviews and corporate files, with member checking applied to bolster creditability and trustworthiness. in accordance with the methodological triangulation of the information resources accrued, three emergent issues have been pointed out following five levels of knowledge research. the topics have been (a) retain low revenue margins in advertising crucial goods to the BOP in Nigeria, (b) hold excessive revenue margins in advertising to the non-BOP in Nigeria, and (c) marketplace scaled-down items to the BOP in Nigeria. The findings from this learn might give a contribution to social swap by means of supplying insights and techniques for enterprise leaders trying to arrange for and maintain profitability. the knowledge from this research may possibly give a contribution to raised revenue margins for company leaders in addition to task placement and entrepreneurship possibilities for the groups of Nigeria.

Show description

Read or Download Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria PDF

Best finance books

60 MILES FROM SALT WATER: A tale of Wall Street lies, lust and redemption

Bobby lengthy, Billy Andrews, and Jim Bellino have been top pals from college and on into their separate lives. this is often the tale in their early life and destiny adventures, as company greed and Wall highway chicanery grasp each one in several methods and impact their lives, torrid amorous affairs, and eventual redemption.

Financial Market Liquidity

This booklet provides the speculation and facts at the impression of marketplace liquidity and liquidity chance on asset costs and on total securities marketplace functionality. Illiquidity capacity incurring a excessive transaction price, which incorporates a huge cost impression while buying and selling and dealing with many years to sell off a wide place.

Banana Wars: Power, Production, and History in the Americas (American Encounters/Global Interactions)

During the last century, the banana has significantly reworked Latin the US and the Caribbean and develop into an incredible web site of United States–Latin American interplay. Banana Wars is a background of the Americas advised during the cultural, political, fiscal, and agricultural tactics that introduced bananas from the forests of Latin the US and the Caribbean to the breakfast tables of the us and Europe.

jinjika kirino yuuko (Japanese Edition)

桐野優子は、青葉計器の営業としてキャリアを積んできた。しかし、慕っていた先輩の退職をきっかけに、総務部、人事課に配置転換される。優子に命じられたのは、「障がい者雇用」。そこで初めて「企業には、ある一定の割合で障がい者を雇用する義務があり、定められた人数の雇用が達成できないと、納付金を納めなければならない」ことを知る。採用活動に行き詰まったとき、障がい者アスリート専門の人材紹介会社「つなひろワールド」に出会う。その後、障がい者アスリートの採用に奮闘するが、上司からは企画書のダメ出しが続き……。障害者法定雇用率の基礎知識から最新の採用手法まで障害者雇用がわかる物語。

Extra resources for Business Leaders Marketing to Bottom of the Pyramid Consumers in Nigeria

Example text

Download PDF sample

Rated 4.05 of 5 – based on 15 votes