Finding the markets in emerging markets

The billions of consumers in developing countries are tantalizing to global consumer packaged goods companies, but they’re hardly low-hanging fruit. They’re more like a mega-crop of berries hanging off the tiniest, most difficult to reach branches of very tall and spreading trees. New research described in the December 2015 issue of the Journal of Retailing details the difficulties in reaching these consumers and proposes an econometric model to help firms develop a multichannel distribution strategy tailored to emerging markets. —> Read More