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Case Study: Utilizing the VFBOP model for entry into emerging markets: Grameen Danone Foods

Author

Listed:
  • Robert L. Williams, Jr.

    (Department of Business Administration and Economics, Saint Mary’s College, Notre Dame, IN, USA.)

  • Maktoba Omar

    (Edinburgh Napier University, The Busi-ness School, Edinburgh, EH14 1DJ, UK.)

Abstract

Emerging markets are extremely diverse and can require separate market entry and market development strategies. This paper will look at these opportunities through the lens of Value Flame at the Base of the Pyramid - VFBOP (Williams, et al., 2011). These concepts will be used to explore the potential of shifting paradigms in regard to emerging markets and to identify a leap in value for both consumers and producers. The purpose of this paper is to illusttrate that transnational corporations should stop viewing profit potential from emerging markets coming solely from the traditional strategy of sourcing lower cost / higher quality products from these areas, but also increasing revenue and global market share by designing and selling offerings in collaboration with the market.

Suggested Citation

  • Robert L. Williams, Jr. & Maktoba Omar, 2013. "Case Study: Utilizing the VFBOP model for entry into emerging markets: Grameen Danone Foods," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 1(1), pages 59-71, October.
    • Handle: RePEc:mig:tmjrnl:v:1:y:2013:i:1:p:59-71
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    References listed on IDEAS

    as
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