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The End of Corporate Imperialism

Published on Oct 7, 2008
C. K. Prahalad40
Estimated H-index: 40
,
Kenneth Lieberthal14
Estimated H-index: 14
Abstract
When large Western companies rushed to enter emerging markets 20 years ago, they were guided by a narrow and often arrogant perspective. They tended to see countries like China and India simply as targets-vast agglomerations of would-be consumers hungry for modern goods and services. C.K. Prahalad and Kenneth Lieberthal call this view "corporate imperialism," and they show how it has distorted the operating, marketing, and distribution decisions multinationals have made in serving developing countries. In particular, these companies have tended to gear their products and pitches to small segments of relatively affluent buyers-those who, not surprisingly, most resemble the prototypical Western consumer. They have missed, as a result, the very real opportunity to reach much larger markets further down the socioeconomic pyramid. Succeeding in these broader markets requires companies to spend time building a deep and unbiased understanding of the unique characteristics and needs of developing countries and their peoples. But such time i well spent. Not only will it unlock new sources of revenue, it will also force big companies to innovate in ways that will benefit their operations throughout, the world.
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Yadong Luo64
Estimated H-index: 64
(UM: University of Miami),
Huan Zhang (SYSU: Sun Yat-sen University), Juan Bu (IU: Indiana University Bloomington)
This study reviews research from 1970 through 2016 on developed country multinational enterprises (DMNEs) entering and competing in developing economies. To identify the current state of knowledge of this research and push it further, we review the literature using bibliometric and qualitative content analyses covering leading journals and books. We articulate frontier issues that are understudied yet critical to both theorization and practice of DMNEs in developing economies. We discuss the fin...
Published on Jan 1, 2019
Leona M. Ungerer3
Estimated H-index: 3
(UNISA: University of South Africa)
All people daily consume products and services, irrespective of their income. The millions of people globally who still live in absolute poverty also need to purchase basic necessities for survival. Shame, an emotion that is generated both internally and externally, appears to be a characteristic experience in poverty. The term, Bottom of Pyramid describes the millions of consumers living at the bottom of the global economic pyramid. Estimates of their income vary, but their low-income restrict ...
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Santosh Jagtap6
Estimated H-index: 6
(BTH: Blekinge Institute of Technology)
Design is essential to fulfil unmet or under-served needs of resource-poor societies, supporting their social and human development. A great deal of design research has been undertaken in such low resource settings, and is discussed under different names, such as ‘community development engineering’, ‘humanitarian engineering’, ‘appropriate technology’, ‘design for development’, ‘design at the Base of the Pyramid’, etc. This has created an important need to know what has been examined and learnt ...
Published on Jan 1, 2019
Isaac Idowu Abe1
Estimated H-index: 1
(UKZN: University of KwaZulu-Natal),
Ethel N. Abe1
Estimated H-index: 1
(UKZN: University of KwaZulu-Natal)
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Ignasi Martí9
Estimated H-index: 9
(Ramon Llull University)
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Jason Lortie1
Estimated H-index: 1
(FGCU: Florida Gulf Coast University),
Kevin C. Cox3
Estimated H-index: 3
(FAU: Florida Atlantic University)
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Lala Hu2
Estimated H-index: 2
(Ca' Foscari University of Venice)
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Birton J. Cowden3
Estimated H-index: 3
(UMass: University of Massachusetts Amherst),
Joshua S. Bendickson3
Estimated H-index: 3
(University of Louisiana at Lafayette)
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Qingxiu Bu1
Estimated H-index: 1
(University of Sussex)
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