TY  - BOOK
AU  - Cuervo-Cazurra, Alvaro [Editor]
AU  - Montoya, Miguel A [Editor]
TI  - Innovating for the middle of the pyramid in emerging countries
SN  - 9781108727136
U1  - 338.064 
PY  - 2021///
CY  - New York
PB  - Cambridge University Press
KW  - Middle class--Developing countries
KW  - Basic needs--Developing countries
KW  - Technological innovations--Developing countries
N1  - Table of content:
1. Innovating for the New Middle Classes in Emerging Countries Alvaro Cuervo-Cazurra
2. New Middle Classes in Medium-Income Countries Miguel A. Montoya and Francisco J. Valderrey
3. Innovation that Saves Lives Miguel A. Montoya and Francisco J. Valderrey
4. Education for Everyone Otto Regalado-Pezua and Daniel Lemus
5. 'My House, My Pride' – The Housing Problem in the Middle of the Pyramid Lucia Rodriguez-Aceves, Jose Manuel Saiz-Alvarez, Edgar Muiz-Avila, and Mario Adrian Flores-Castro
6. Banking the Unbanked – Innovative Business Models Championing the Financial Inclusion of Latin America's MoP Eileen Daspro and Jasenko Ljubica
7. Great Products for the MoP Consumption Practices Miguel A. Lopez and Jorge Alcaraz
8. It Is Show Time! Otto Regalado-Pezua and Ana Belen Perdigones
9. Money, Money, Money – Innovating Access to Credit Mauricio Cervantes and Jose Moreno
10. Inclusive Hedging – The Microinsurance Catalyst Arturo Bernal, Xiomara Vazquez, and Isai Guizar
11. From Mission Impossible to Mission Accomplished! – Innovative Business Models Strengthening Poor Distribution Channels Jasenko Ljubica and Eileen Daspro
12. Innovating for the Middle of the Pyramid in Emerging Countries – Doing Well by Doing Good Alvaro Cuervo-Cazurra and Miguel A. Montoya.

[https://www.cambridge.org/us/universitypress/subjects/management/international-business/innovating-middle-pyramid-emerging-countries?format=PB]
N2  - The transformation of emerging markets in recent decades has generated a new, growing, and very large middle class market, also known as the middle of the pyramid. This market segment, which is middle by the standards of emerging markets yet low by the standards of advanced economies, is extremely attractive for firms, but still understood and underserved. This volume presents detailed analyses of exemplary firms that have innovated products, services, and business models to fulfil the needs and desires of these new middle classes. It provides useful insights for managers, consultants, researchers, and students interested in emerging economies, and actionable lessons on how to innovate for a new and expanding market segment.

(https://www.cambridge.org/us/universitypress/subjects/management/international-business/innovating-middle-pyramid-emerging-countries?format=PB)
ER  -