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Cambridge Business Magazine: Multinationals need to aim for middle market in emerging markets


Global companies often aim high when it comes to emerging market opportunities, says Jaideep Prabhu, Professor of Marketing and Jawaharlal Nehru Professor of Indian Business & Enterprise at Cambridge Judge. He says companies should focus more on “good enough” rather than high-end products, which can be very profitable. He says multinationals risk missing “a huge middle-market opportunity” that could reach billions of potential customers through “affordable value innovation”.

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