Innovating for the Middle of the Pyramid in Emerging Countries

The transformation of emerging markets in recent decades has generated a new growing and very large middle class market also known as the middle of the pyramid. This market segment which is middle by the standards of emerging markets yet low by the standards of advanced economies is extremely attractive for firms but still understood and underserved. This volume presents detailed analyses of exemplary firms that have innovated products services and business models to fulfil the needs and desires of these new middle classes. It provides useful insights for managers consultants researchers and students interested in emerging economies and actionable lessons on how to innovate for a new and expanding market segment.