Winning in Rural Emerging Markets: General Electric's Research Study on MNCs
通用电气2010年调查了跨国公司如何适应农村新兴市场，通过15个案例研究，总结了在产品开发、分销、服务、融资和人力资源五个关键职能上的成功策略。
In 2010, General Electric launched an investigation into how multinational corporations (MNCs) were adapting to rural emerging markets. A team of 33 executives and three academics examined models ranging from Toyota's vehicle servicing program in East Africa to Nokia's localized mobile handset financing in India to Egis Pharmaceuticals' worker retention incentives in Eastern Europe. The project included 15 case studies from India, China, Africa, and Eastern Europe. This article presents common tactics that these MNCs have used to successfully adapt to rural markets in emerging regions across five key organizational functions: product development, distribution, service, financing, and human resources.