The 86 Percent Solution--Anything in it for you?
"The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the 21st Century" by Mahajan & Banga, gives its readers ideas about what may well be the next frontier in global(ized) markets.
As 2008 draws near and we live a brief and intense time of resolutions, what as your current-, and future-perspectives on the "86%?"
Thanks and Happy 2008!
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Steve T
Principal Consultant at Triact
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For those who haven't googled the title to read a quick review, the title comes from the 86% of earth's population living in countries with GNP less than $10K. I've only read comments about the book, and not the book itself, but it seems the premise is in line with press releases today about Bill Gates' interest in nudging capitalist corporations to see the opportunity in serving markets where the individual consumer is poor, but the aggregate market opportunity is huge.
The best example I've seen recently are the Motorola cell phone targeted at developing markets where the cost is low and battery life is long - and the technology is innovative (using an ePaper type display).
I think the biggest challenge is for product marketing pros in the wealthy nations to get their minds wrapped around the daily concerns of folks with very litte money. Things we take for granted (reliable utilities, quality medical care, cheap transportation) are top-of-mind for the 86% of humanity.
If western companies don't change their mindset, or create subsidiaries to address these markets, the consequence is that producers in India and China will clean up. While we may think of China as the manufacturer for the (rich) world, their local talent is better able to imagine and design products for the 86% market than the industrial giants of the west.
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Mathew S
Sr. Systems Administrator at Synopsys
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Elementary my dear Tymchyshn! ;)
Oh and to the op: Never heard of the book....
