VFBOP 2.0 and the Effect of Co-Venturing

Robert L. Williams Jr., Maktoba Omar, Ujvala Rajadhyaksha

Research output: Chapter in Book/Report/Conference proceedingConference proceedingpeer-review


Emerging markets are diverse and can require separate market entry and market development strategies. This paper will look at these opportunities through the lenses of the Value Flame at the Base of the Pyramid, and illustrate the model via a case study, 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 show that multinational 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.
Original languageEnglish
Title of host publicationAcademy of Marketing – Catching the Technology wave
Subtitle of host publicationThe University of Southampton’s School of Management
PublisherAcademy of Marketing
Number of pages9
ISBN (Electronic)9780854329472
Publication statusPublished - 2 Jul 2012
Externally publishedYes
EventAcademy of Marketing Conference 2012: Marketing: catching the technology wave - Southampton, United Kingdom
Duration: 2 Jul 20125 Jul 2012


ConferenceAcademy of Marketing Conference 2012
Country/TerritoryUnited Kingdom
Internet address


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