Innovating for the Middle of the Pyramid in Emerging Countries - Hardcover

Hardcover

ISBN 10: 1108480195 ISBN 13: 9781108480192

Publisher: Cambridge University Press, 2021

Synopsis

The transformation of emerging markets in recent decades has generated a new, growing, and very large middle class market, also known as the middle of the pyramid. This market segment, which is middle by the standards of emerging markets yet low by the standards of advanced economies, is extremely attractive for firms, but still understood and underserved. This volume presents detailed analyses of exemplary firms that have innovated products, services, and business models to fulfil the needs and desires of these new middle classes. It provides useful insights for managers, consultants, researchers, and students interested in emerging economies, and actionable lessons on how to innovate for a new and expanding market segment.

About this title

About the Authors

Alvaro Cuervo-Cazurra is Professor of International Business and Strategy at Northeastern University, AIB Fellow, and co-editor of Global Strategy Journal. He studies the internationalization of firms, particularly emerging market multinationals; capability upgrading, mainly technological capabilities; and governance issues, especially corruption in international business. He received a Ph.D. from MIT and an honorary doctorate from Copenhagen Business School.

Miguel A. Montoya is Full Professor and was the Director of the Graduate School at Tecnológico de Monterrey, Mexico. He is country representative at AIB-LAC and a founding member of the Fudan Latin America University Consortium. He has published on international business and economics, particularly emerging market multinationals, trade and investment China-Latin America. He co-edited the book Mexican Multinationals published by Cambridge University Press. He received a Ph.D. from Universitat Autonoma de Barcelona, Spain.

Edition details

• Publisher: Cambridge University Press
• Publication date: 2021
• Language: English
• ISBN 10: 1108480195
• ISBN 13: 9781108480192
• Binding: Hardcover
• Number of pages: 408
• Editor: Cuervo-Cazurra Alvaro, Montoya Miguel A.