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The Marketing Challenge. Kudos to Vijay Govindarajan and Christian Sarkar for taking a moment to reflect on Affordable Housing Institute founder David Smith's observation that markets alone will never successfully house any nation's poorest people. The Co-Creation Challenge.
Similarly, Japan's automobile industry has been plagued by a series of embarrassing quality problems and recalls, and has lost market share to companies from South Korea and even (gasp!) Sure it's important to inject discipline into product and service development, but not so much that it discourages creativity. the United States.
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As my colleagues noted in a Harvard Business Review article earlier this year, the extremes in most Asian markets are well served. Multinationals are increasingly tasking their Asian outposts with developing regionally appropriate solutions that might "trickle up" to established markets. The race for the middle.
Editor's note: This post is one in an occasional series on Vijay Govindarajan's and Christian Sarkar's idea to create a scalable housing solution for the world's poor. This development plan can be scaled to build 3 million or 30 million units per year, if needed. The entire thing isn't unlike putting together giant Legos.
Don’t engage in over-the-top discounting that trains customers, both in B2C and B2B markets, to buy cleverly on price and price alone. It also determines which market segments the company will serve and what channels it will use to reach them. Honda once dominated the motorbike market in Vietnam, with a share of 90%.
Deepa Prahalad – Focused on design and emerging markets. 14th Administrator, United States Agency for International Development. Rod MacKenzie – Executive Vice President, Chief Development Officer for Pfizer, member of Pfizer’s Executive Leadership Team. Telisa Yancy – Chief Marketing Officer at American Family Insurance.
Vijay Govindarajan - Vijay is a Professor of International Business and the Founding Director of Tuck’s Center for Global Leadership at Dartmouth. Not only did Steve keep the entire audience at Radio City Music Hall in stitches, he did it while making astute observations and keen insights on what it takes to be successful in business.
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