Many Western multinationals expect to find most of their future development in emerging economies. But they have incessantly struggled to use the opportunity, relentlessly reducing costs and accepting profit margins near zero. The drawback, say the authors, who’re all with the innovation consultancy Innosight, shouldn’t be that those corporations can’t create viable offerings but that simply transplanting their domestic enterprise fashions to the new markets won’t work. They must devise basically new models—by identifying an vital unmet job that consumers have to do; performing that job profitably at a value the shopper pays; and punctiliously implementing and evolving the model by continuously testing assumptions and making adjustments.
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