The Last Frontier: Market Creation in Conflict Zones, Deep Rural Areas, and Urban Slums
研究了企业如何在战乱、偏远乡村和城市贫民窟等不稳定地区运营，通过建立基于信任的深层社会嵌入关系，实现盈利并改善当地经济与社会条件。
By operating in war zones, urban slums, and deep rural areas, companies could not only achieve growth and profits, but could also improve the economic and social conditions of these impoverished regions. Yet how can a company operate in areas with unstable security, poor infrastructure, and little or no formal legal frameworks in place? To do so successfully, companies need to go beyond transactional alliances or legalistic business partnerships with local partners. Instead, they need to develop community buy-in and long-term personal relationships based on trust with “unorthodox” local inhabitants—the ones offering them security and protection rather than technology and business assets. Such deep social embeddedness is not cost-free. To prevent it from derailing their success, companies need to nurture and grow their local partners beyond their specific needs.