Case study-Utilizing the VFBOP model for entry into emerging markets: Grameen Danone Foods.

Williams, Jr; Omar, Maktoba

Authors

Jr Williams

Maktoba Omar

Abstract

Emerging markets are extremely diverse and can require separate market entry and market development strategies. This paper will look at these opportunities through the lens of Value Flame at the Base of the Pyramid - VFBOP (Wil-liams, et al., 2011). These concepts will be used to explore the potential of shifting paradigms in regard to emerging markets and to identify a leap in val-ue for both consumers and producers. The purpose of this paper is to illus-trate that transnational corporations should stop viewing profit potential from emerging markets coming solely from the traditional strategy of sourcing lower cost / higher quality products from these areas, but also increasing revenue and global market share by designing and selling offerings in collaboration with the market.

Citation

Williams, J., & Omar, M. (2013). Case study-Utilizing the VFBOP model for entry into emerging markets: Grameen Danone Foods. Transnational Marketing Journal, 1, 59-71

Journal Article Type	Article
Publication Date	2013
Deposit Date	Jun 9, 2015
Print ISSN	2041-4684
Peer Reviewed	Peer Reviewed
Volume	1
Pages	59-71
Keywords	Emerging markets; value flame at the base of the pyramid; trans-national marketing; blue ocean strategy; bottom of the pyramid; market entry strategy;
Public URL	http://researchrepository.napier.ac.uk/id/eprint/8618