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Profitable Strategies for Bottom Markets
by K Torres, William
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Description
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.
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Product Details
- Mar 26, 2025 Pub Date:
- 2527639445 ISBN-10:
- 9782527639444 ISBN-13:
- English Language
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