Business Models to Serve Low-Income Consumers in Emerging Markets

Multinational corporations addressing low-income consumers in emerging markets face the
challenge of designing business models that provide truly beneficial products and services to the poor. Examples of successful cases are scarce, while the literature review provides little help. Guidelines range from a minimum shift from conventional marketing thinking and practice to radically new approaches involving a wide diversity of non-market actors in a variety of settlements. A classification to help researchers and practitioners is needed.