Alvaro Cuervo-Cazurra

Miguel A. Montoya

The transformation of emerging markets in recent decades has generated a new, growing, and very large middle class market, also known as the middle of the pyramid. This market segment, which is middle by the standards of emerging markets yet low by the standards of advanced economies, is extremely attractive for firms, but still understood and underserved. This volume presents detailed analyses of exemplary firms that have innovated products, services, and business models to fulfil the needs and desires of these new middle classes. It provides useful insights for managers, consultants, researchers, and students interested in emerging economies, and actionable lessons on how to innovate for a new and expanding market segment.

Innovating for the Middle of the Pyramid in Emerging Countries

Miguel A. Montoya Bayardo

Explains how managers can successfully build multinationals in emerging markets from the analysis of forty-one comparative cases of Mexican multinationals.

Building Multinationals in Emerging Markets

Mexican Multinationals

Ravi Ramamurti

Offers the latest analytical thinking on emerging market multinationals (EMNCs) and identifies key issues for research by scholars and consultants.

Understanding Multinationals from Emerging Markets

Seung Ho Park

William Newburry

Analyzes how emerging market firms upgrade their capabilities to compete globally despite operating in challenging home country environments.

Building Strategic Capabilities in Emerging Markets

This book examines the challenges faced by emerging market multinationals as they develop their international operations and proposes actionable solutions.

Alvaro Cuervo-Cazurra

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