A few years ago, a large multinational corporation
developed a new food product
designed for low-income people in emerging
markets. The product was highly nutritious
and low-priced. To win the trust of people
in remote rural communities, the company recruited a sales force
of local women, who in turn developed recipes using the product
and helped teach community members how to prepare those dishes.
A yearlong trial confirmed the product’s potential: consumers
found it easy to use and less expensive than common alternatives.
Success seemed all but guaranteed.
The LiveMint website noted that the reason a business model exists is because it articulates how a business creates, delivers and captures value. This is vital. Then why aren’t there as many books on business models as there are on strategy? The answer is perhaps linked to another question: why don’t organizations devote attention to … Read more