OVERCOMING MARKET CONSTRAINTS IN EMERGING MARKETS

Abstract

Given the growing focus of businesses that target inclusive growth, this chapter offers insights from successful social enterprises and their organizational adaptations that helped them overcome the specific constraints of emerging markets and sustain economic growth. The Indian healthcare market, where a majority of the population lacks basic healthcare services, is an appropriate example for understanding the market constraints of emerging markets. The chapter then emphasizes organizational adaptations in the form of inclusive strategies that are necessary to overcome these specific healthcare market constraints and tap the economic potential for the bottom-of-pyramid (BoP) customer segment. These inclusive strategies not only increased the utilization rate of doctors but also offered educational and employment opportunities to the local population. It further shows how businesses and practitioners can rethink and move beyond traditional marketing strategies toward shared value creation and purpose-driven branding to drive healthcare services access in these markets.

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Nivedita Agarwal, Alexander Brem (2018). OVERCOMING MARKET CONSTRAINTS IN EMERGING MARKETS. https://doi.org/10.1002/9781119390299.ch9

@article{nivedita2018overcoming,
  title  = {OVERCOMING MARKET CONSTRAINTS IN EMERGING MARKETS},
  author = {Agarwal, Nivedita and Brem, Alexander},
  year   = {2018},
  doi    = {10.1002/9781119390299.ch9}
}

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