Abstract
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.
| Original language | English |
|---|---|
| Title of host publication | AIB 2014 Proceedings: Local Contexts in Global Business |
| Editors | K. Meyer & T. Kiyak |
| Place of Publication | Vancouver |
| Pages | 1 - 20 |
| Publication status | Published - 2014 |