Market-based solutions to reduce poverty have become increasingly popular in recent years. Unfortunately, there are very few examples of profitable businesses that implement socially useful goods in low-income markets, and are working on a large scale. This article looks at three case studies of multinational firms, who tried to sell certainly useful products, clean water, glasses, and nutritious yogurt with the poor, but failed commercially. The article also discusses two positive examples of profitable enterprises PB: mobile phones and detergents. Develop a marketing strategy of socially useful goods to the poor, not far from the start of the revolution in business thinking, requires firms to return to the basic principles and rules of economics and business. "Hide
by Bernard Garrette, Aneel Karnani Source: California Management Review 20 pages. Publication Date: Aug 01, 2010. Prod. #: CMR463-PDF-ENG
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