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Thought Leadership

Thought Leadership

VISION Latest Thinking

VISION Consultancy uses its Thought Leadership to guide its strategies.  It's these VISION's strategies, which help its clients transform their businesses.

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Change Management
Innovative Insights
Promise Based Management
Developing Productive Customers in Emerging Markets


By Charles Spinosa, Maria Flores Letelier and Fernando Flores


Most companies believe that successful entry into lower income, emerging markets requires price slashing by subtracting product features. Moreover, companies generally believe that it is appropriate to appeal to potential customers strictly as consumers who want their needs satisfied. Demonstrates that companies can appeal to customers as productive agents who want to build and transform their lives. Offering customers productivity-enhancing systems coupled with culturally  appropriate offerings allows companies to charge appropriately and succeed in lower income, emerging markets. Provides examples of such successful competitive differentiation in the global marketplace.

Subjects Covered

Emerging markets, Market entry, Market positioning, Product differentiation.

First published in the California Management Review, Vol. 45, No. 4.

The full article is available for download from Harvard Business Review Online

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