Abstract

https://ssrn.com/abstract=1507757
 
 

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Challenges in Marketing Socially Useful Goods to the Poor


Bernard Garrette


HEC Paris - Strategy & Business Policy

Aneel G. Karnani


University of Michigan, Stephen M. Ross School of Business

Feburary 0, 2010

Ross School of Business Paper No. 1135
California Management Review Forthcoming

Abstract:     
Market based solutions to alleviate poverty have become increasingly popular in recent years. Unfortunately, there are very few examples of profitable businesses that market socially useful goods in low-income markets and operate at a large scale. This article examines in-depth three case studies of multinational firms that tried to market unquestionably useful products -- clean water, eyeglasses, and nutritious yoghurt -- to the poor, and did not succeed commercially. The overarching lesson we draw from the case studies is that developing strategies for marketing socially useful goods to the poor, far from triggering a revolution in business thinking, requires firms to get back to the basic principles and rules of economics and business.

Number of Pages in PDF File: 35

Keywords: Poverty reduction, bottom of the pyramid, economic development, social goods

JEL Classification: M14, O, O17


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Date posted: November 18, 2009 ; Last revised: November 4, 2013

Suggested Citation

Garrette, Bernard and Karnani, Aneel G., Challenges in Marketing Socially Useful Goods to the Poor (Feburary 0, 2010). California Management Review Forthcoming. Available at SSRN: https://ssrn.com/abstract=1507757 or http://dx.doi.org/10.2139/ssrn.1507757

Contact Information

Bernard Garrette (Contact Author)
HEC Paris - Strategy & Business Policy ( email )
Jouy-en-Josas Cedex, 78351
France

Aneel G. Karnani
University of Michigan, Stephen M. Ross School of Business ( email )
701 Tappan Street
Ann Arbor, MI MI 48109
United States

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