What’s the Right Entry Point for Emerging Markets?

This is a Harvard Business Review article written by Scott Anthony, sharing his experience in participating in a panel discussion with our Founder and CEO, Erich Joachimsthaler. The topic was “What’s the Right Entry Point for Emerging Markets: Target Customers at the Bottom or Middle of the Pyramid?” Should companies target investments at the bottom of the pyramid in emerging markets, where the number of potential buyers is huge and demand is growing? Or can companies capture more value by focusing on the rapidly expanding middle market, where customers are clamoring for new options in products and pricing?

Scott Anthony provides his opinion, along with Erich’s perspective from the discussion.