Developing Productive Customers in Emerging Markets
提出企业应把新兴市场的顾客视为追求提升生活能力的生产者，而非仅满足需求的消费者，通过提供提升生产力的系统和文化适配的产品来获得竞争优势。
Most companies believe that successful entry into lower-income, emerging markets requires price slashing by subtracting product features. Moreover, companies generally believe that it is appropriate to appeal to potential customers strictly as consumers who want their needs satisfied. However, this article demonstrates that companies can appeal to customers as productive agents who want to build and transform their lives. Offering customers productivity-enhancing systems coupled with culturally appropriate offerings will allow them to charge appropriately and succeed in lower-income, emerging markets. This article provides examples of such successful competitive differentiation in the global marketplace.