Where to Win in Emerging Markets

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As corporations witness the huge economic growth and burgeoning purchasing power in emerging markets, a huge debate is focused on where to find the most profit. Should companies target the customers at the bottom of the income pyramid, where the numbers of potential buyers are large, but price points are low? Or is there a bigger payoff in focusing on the growing middle class, where customers have a greater ability to pay and rapidly expand their buying? HBR recently spoke with three experts ‹ Bruce Brown, Chief Technology Officer of P&G, and HBR authors Scott Anthony and Erich Joachimsthaler ‹ about the opportunities that are out there, and how understanding consumer context can help companies develop products at the right price points for every market.