Affordability Strategies for Central and Eastern Europe: From Charity to a Sustainable Business Model

To be successful in the fast growing emerging markets of the world Western multinationals have to consider affordability strategies to reach the large market of low-income consumers. This paper examines how attractive Central and Eastern European markets are for Western consumer goods companies and what options exist to enter these price-sensitive mass markets. A case study of the affordability initiatives of Danone Poland shows how global firms can move from a program based on pure social considerations to a sustainable business model.