Untapped: Creating Value in Underserved Markets Review

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Untapped: Creating Value in Underserved Markets ReviewUntapped is aimed at practicing managers and its applications concern business functions. Especially appealing is its mix of examples from the U.S. and Europe along with cases from developing-and-emerging economies. I've recommended it to South Korean executives who saw its relevance in reaching poorer markets in prosperous Seoul and unlocking opportunities in backward northeast China. It was refreshing to read, too, about hidden market opportunities in inner city Washington, D.C. where analyses of incomes, taking account of multi-family housing and the cash economy, exceeds census figures by 33 percent. The African entrepreneur who moved me into my home in nearby Bethesda has found his own gold mine in that neighborhood.Untapped: Creating Value in Underserved Markets OverviewMost companies mistakenly dismiss low-income markets as commercial wastelands. Yet many top corporations -- including IBM, Ford, Hewlett Packard, and Texas Instruments -- have discovered that investing in and partnering with underserved communities can yield significant profits. Based on rigorous research spanning seven years and 50 cases, "Untapped shows how serving consumers and suppliers at the bottom of the pyramid can be the key to addressing corporations' pressing needs: increased sales, a qualified workforce, marketable innovations, reduced costs, and increased quality. But as corporations benefit, so too do communities, through better products, prices, and services, more meaningful job opportunities, and an increased market for their own goods and services. The authors' blend of proven strategies, practical tools, case studies, and cogent insight shows managers how to maximize profits while helping community residents increase income and assets, creating a relationship of mutual gain.

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