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Get to Know Your Non-Customer
August 14, 2012 Editor 0
The U.S. economy is sluggish, Europe is in a crisis, and emerging markets have slower rates of growth than in the past. In a slow-growth world, the new growth norm has to be about satisfying the needs of non-customers. But which non-customers do you target? And how do you get to know them?
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Who Wins with the Smart Grid?: Uncertain economics cloud the grid’s future
August 13, 2012 Editor 0
The phrase “smart grid” connotes an alluring, wired, high-tech future. A future pulsing with the promise of a better tomorrow slickly packaged in cutting-edge technology—technology that seems to offer something advantageous for everyone. The smart grid promises to transform our country’s hodge-podge of aging electrical infrastructure into a sleek twenty-first-century entity, one complete with computerization, […]
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Speak to Global Customers in Their Own Language
August 5, 2012 Editor 0
Do you struggle to reach customers beyond your own country’s borders? If targeting clients in other countries seems daunting, there is one simple step you can start with: Translate something.
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Buying Behaviors of Emerging Middle Classes: How new consumers in developing nations choose their brands
July 23, 2012 Editor 0
A key feature of the modern world is the “emerging middle class”—the demographic group resulting from the rise into relative economic comfort of once-poor populations in developing nations. The phenomenon—particularly notable in Brazil, China, India, and Indonesia—has obvious interest for sellers of consumer products, such as foods, drinks, medicines, and household appliances. But few researchers […]
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Africa’s True Mobile Revolution Has Yet to Start
July 5, 2012 Editor 0
From HBR The United States economy is nine times the size of Africa’s, but Africa has twice as many mobile phones. This tantalizing statistic would seem to indicate that, in the mobile era, Africa’s time has come. But the mobile subscriber numbers are only part of the story. So far, the buzz about African mobile […]
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