A team of 33 executives and three academics were developed by General Electric to examine the approaches pursued by various MNCs in adapting the potential rural segment. The team incorporated 15 case studies in their investigation from various global regions perspective, including Eastern Europe, Africa, China, and India and ranging from Toyota’s vehicle offering campaign in East Africa to Nokia’s localized mobile handset funding in India to Egis Pharmaceuticals’ workforce retention incentives in Eastern Europe.
The article provides some basic approaches pursued by these MNCs for adapting to rural market successfully through enhanced focus on major organizational activities, including, human capital, product development, services, distribution, and investment.
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