Managers have long understood, the justification of investment in new products. Now, however, they are faced with an even more pressing need: to invest in targeting new markets, especially those in less developed countries (LDCs). The arguments presented in this article to start or increase marketing efforts in these countries, makes two interrelated points. First, the health of the global economy requires consumers in developing countries, especially China, to spend more because the trade imbalance between the U.S. and the LDCs can not be sustained. Second, in order to stimulate consumption in the LDCs and to profit from it, marketing experience in developed countries need to refocus. Success will require the development, promotion and distribution of products that will overcome the economic difficulties in some markets, while others will have to overcome an understandable reluctance to spend, not save. We assume that the lessons can be learned from examples of relatively recent efforts targeting LDCs pharmaceutical company (Pfizer) and marketing nutritional supplements (Procter & Gamble), as well as those for the first time in the less developed countries themselves (including low-cost private schools and $ 2,500 cars) . "Hide
by Emmanuel Yujuico, Betsy Gelb Source: Business Horizons 9 pages. Publication Date: September 15, 2010. Prod. #: BH405-PDF-ENG
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