English
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About The Book
Description
Author
<p>The purpose of this qualitative multiple case study was to explore how four Nigerian FMCG leaders developed and implemented successful strategies to operate profitably in BOP countries. Data were collected through semistructured interviews and from company website documents. Using data triangulation and thematic analysis three key themes emerged: tailoring design and marketing strategies for diverse consumer segments; optimizing product packaging to balance affordability and quality; and adapting business practices to volatile market conditions.</p>
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Details
ISBN 13
9782527639444
Publication Date
-26-03-2025
Pages
-164
Weight
-231 grams
Dimensions
-152x229x8.91 mm
