Summary : The 86% Solution - Vijay Mahajan and Kamini Banga
BusinessNews Publishing
This work offers a summary of the book "THE 86% SOLUTION: How to Succeed in the Biggest Market Opportunity of the 21st Century" by Vijay Mahajan and Kamini Banga.Vijay Mahajan is a former dean of the Indian School of Business. He is currently professor of business at the University of Texas at Austin. Kamini Banga is a marketing consultant. She manages her own firm, Dimensions Consultancy Pvt. Ltd. In The 86% Solution, the authors explain that most global businesses have traditionally focused on selling to the developed world which contains the wealthiest 14% of the world's population. However, the biggest marketing opportunity of the twenty-first century will be to sell to the other 86% of the population who live in developing nations. However, you need to be aware of the nine specific characteristics of emerging markets and learn the nine specific strategies. Each of these characteristics represents an opportunity to gain a competitive advantage for whichever companies come up with the most appropriate solutions.In all, the 86% market is such a substantial commercial opportunity that the key question is not whether you should be in this market but whether you can afford not to be.
