Business models to serve low-income consumers in emerging markets
本文针对跨国公司服务新兴市场低收入消费者的挑战，提出一个2×2概念矩阵，从对低收入消费者条件的感知（机会/约束）和商业模式开发方式（自下而上/自上而下）两个维度，划分出四种商业模式，为研究和实践提供分类框架。
Multinational corporations addressing low-income consumers in emerging markets face the challenge of designing business models that provide truly beneficial products and services to the poor. Examples of successful cases are scarce, while the literature review provides little help. Guidelines range from a minimum shift from conventional marketing thinking and practice to radically new approaches involving a wide diversity of non-market actors in a variety of settlements. A classification to help researchers and practitioners is needed. The article contributes to the literature on business models to serve low-income consumers in emerging markets by proposing conceptual framework, a 2 × 2 matrix. One axis reflects different perceptions of the low-income consumer’s conditions (opportunity/constraint), and the other axis reflects the diverse approaches to developing business models (bottom-up/top-down). The four resulting cells become the article’s suggested alternative business models. The framework allows classifying the extant literature and identifying opportunities for future research. Typologies provide a first step towards theory development as well as offer managers a sound theoretical structure.