Cocreating with the Base of the Pyramid
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.
|Journal||Stanford Social Innovation Review|
Jäger, U, & London, T. (2019). Cocreating with the Base of the Pyramid. Stanford Social Innovation Review, Summer(2019), 40–47.