Innovating for the Middle of the Pyramid in Emerging Countries

Explains how firms innovate for the new and growing middle classes in emerging economies, i.e. the middle of the pyramid.

Alvaro Cuervo-Cazurra (Edited by), Miguel A. Montoya (Edited by)

9781108480192, Cambridge University Press

Hardback, published 4 March 2021

300 pages
23.5 x 16 x 2.5 cm, 0.74 kg

'We need to know more about how to innovate for lower income consumers in emerging markets. This book presents new and important ideas, insights and examples that yield a richer understanding of what is possible and how to achieve success.' Ted London, Clinical Associate Professor of Business Administration, Ross School of Business, University of Michigan

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.

1. Innovating for the New Middle Classes in Emerging Countries Alvaro Cuervo-Cazurra
2. New Middle Classes in Medium-Income Countries Miguel A. Montoya and Francisco J. Valderrey
3. Innovation that Saves Lives Miguel A. Montoya and Francisco J. Valderrey
4. Education for Everyone Otto Regalado-Pezua and Daniel Lemus
5. 'My House, My Pride' – The Housing Problem in the Middle of the Pyramid Lucia Rodriguez-Aceves, Jose Manuel Saiz-Alvarez, Edgar Muiz-Avila, and Mario Adrian Flores-Castro
6. Banking the Unbanked – Innovative Business Models Championing the Financial Inclusion of Latin America's MoP Eileen Daspro and Jasenko Ljubica
7. Great Products for the MoP Consumption Practices Miguel A. Lopez and Jorge Alcaraz
8. It Is Show Time! Otto Regalado-Pezua and Ana Belen Perdigones
9. Money, Money, Money – Innovating Access to Credit Mauricio Cervantes and Jose Moreno
10. Inclusive Hedging – The Microinsurance Catalyst Arturo Bernal, Xiomara Vazquez, and Isai Guizar
11. From Mission Impossible to Mission Accomplished! – Innovative Business Models Strengthening Poor Distribution Channels Jasenko Ljubica and Eileen Daspro
12. Innovating for the Middle of the Pyramid in Emerging Countries – Doing Well by Doing Good Alvaro Cuervo-Cazurra and Miguel A. Montoya.

Subject Areas: International business [KJK], Business innovation [KJD], Business & management [KJ]