We live in an age of contentment, with every luxury and service imaginable just a mouse click away. But billions of people are excluded from the best that markets have to offer, whether in poor countries or less affluent communities in rich countries. Untapped examines the business opportunity these underserved markets present, and looks at successful company strategies for reaching out to them: as potential customers, employers, suppliers, and as part of the innovation process. An important contribution to the ‘bottom of the pyramid’ debate, presented as a practical guide for managers.
Published by Berrett-Koehler
ISBN: 978-1-57675-372-9
230pp, hardback, £15 www.bkconnection.com
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