Examples

Question 1

What is an example of a company overcoming affordability for the bottom of the pyramid market in Africa?

Answer 1

Sabmiller’s Impala beer was adapted to contain a low-tax local root crop cassava so that the price could be reduced, successful as many couldn’t afford beer before

Question 2

What is an example of overcoming lack of skilled labour as an institutional void/constraint?

Answer 2

McDonalds created their ‘Hamburger University’ in 2010 to train operators and restaurant managers in China

Question 3

What is an example of using NGOs to overcome institutional voids?

Answer 3

Unilever collaborated with NGOs to develop an education and training programme for the purpose of benefitting 60,000 women in India, China and Bangladesh

Question 4

How have some companies recognised the importance of localising the monitoring of emerging markets?

Answer 4

GE and IBM have created senior positions to oversee their growth markets

Question 5

How has Starbucks adapted to the Chinese market?

Answer 5

Starbucks have collaborated with Alibaba to develop technology for Chinese consumers to voice order their coffee on an app and have it delivered