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Profitable Strategies for Bottom Markets
Paperback
Business GeneralInvesting & Finance
Publisher Price: $30.00
ISBN13: 9782527639444
Publisher: William K. Torres
Published: Mar 26 2025
Pages: 164
Weight: 0.50
Height: 0.35 Width: 6.00 Depth: 9.00
Language: English
The purpose of this qualitative multiple case study was to explore how four Nigerian FMCG leaders developed and implemented successful strategies to operate profitably in BOP countries. Data were collected through semistructured interviews and from company website documents. Using data triangulation and thematic analysis, three key themes emerged: tailoring design and marketing strategies for diverse consumer segments; optimizing product packaging to balance affordability and quality; and adapting business practices to volatile market conditions.
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