2019-07-01
Cocreating with the Base of the Pyramid
Publication
Publication
Stanford Social Innovation Review , Volume Summer - Issue 2019 p. 40- 47
Companies seeking to do business in low-income markets often make the mistake of transferring assets from higher-income markets to fill perceived gaps. They should instead look to partner with those who live in these markets and to identify the assets already available there.
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| Stanford Social Innovation Review | |
| Organisation | Incae Business School |
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Jäger, U, & London, T. (2019). Cocreating with the Base of the Pyramid. Stanford Social Innovation Review, Summer(2019), 40–47.
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