Authors:
Rogério De Paula
In the past 10 years or so, emerging markets have become the growth engine of major North American and European multinational organizations. Going after the untapped consumer market created by the "base of the pyramid" (referring to low-income populations), these organizations established local research labs, product teams, and design groups; shifted management oversees; and reallocated resources to best address the needs and desires of these populations. While we can list a number of successful products that cropped up from these efforts (in particular, those that were able to "trickle up" to the mature markets), I believe we have yet…
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