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.

READ THE ARTICLE (pdf)