Collaboration is the number one strategy for reaching ‘bottom of the pyramid’ customer segments in emerging global markets

Abstract

At a time when globalisation has become a buzzword for brand owners looking for expansion across a wide range of markets, the center of gravity for these brands has begun to shift. Today, global brands need to collaborate with established local providers in order to achieve their market aspirations. Brand owners must now pursue strategies that are based not on disruption but rather collaboration and not assume that sales and marketing strategies that are tried and tested in other markets will necessarily be received in the same way, particularly when reaching large numbers of so-called ‘bottom of the pyramid’ customer segments in developing markets.