A newly published article, co-authored by Ted London of the Ross School of Business and Urs Jager of INCAE, appears in the summer edition of the Stanford Social Innovation Review and focuses on co-creating in low-income markets. The article, titled “Cocreating with the Base of the Pyramid,” focuses on the mistake companies make in transferring assets from higher-income markets to fill perceived gaps. They should instead look to partner with those who live in these emerging markets and identify the assets already available there.
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