Quotation Schuh, Arnold, Gumpoldsberger, Verena. 2014. Affordability Strategies for Central and Eastern Europe: From Charity to a Sustainable Business Model. In AIB 2014 Proceedings: Local Contexts in Global Business, Hrsg. K. Meyer & T. Kiyak, 1-20. Vancouver:


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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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title Affordability Strategies for Central and Eastern Europe: From Charity to a Sustainable Business Model
Title of whole publication AIB 2014 Proceedings: Local Contexts in Global Business
Editor K. Meyer & T. Kiyak
Page from 1
Page to 20
Location Vancouver
Year 2014

Associations

People
Schuh, Arnold (Details)
External
Gumpoldsberger, Verena (Austria)
Organization
Competence Center for Emerging Markets and CEE WE (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5300 Economics (Details)
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