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Archive for August, 2013|Monthly archive page

Nano Tools for Leaders XXXIV

In Leadership, Nano Tools, Wharton on August 8, 2013 at 11:15 am

Entering Global Markets: Cater to the Niche

Nano Tools for Leaders® are fast, effective leadership tools that you can learn and start using in less than 15 minutes — with the potential to significantly impact your success as a leader and the engagement and productivity of the people you lead.

Contributor: Mauro Guillén, PhD, Dr. Felix Zandman Professor of International Management, The Wharton School, University of Pennsylvania; and co-author of the new book Emerging Markets Rule: Growth Strategies of the New Global Giants.


The Goal:

Gain a foothold in a global market by delivering a unique product or service to a niche group of customers.

Nano Tool:

Over a century ago, Henry Ford became the world’s first billionaire by launching the age of mass production, paying attention to the mainstream market and ignoring the niches. “Any customer can have a car painted any color that he wants so long as it is black,” Ford quipped. And while that philosophy worked well in 1909, the world is now a radically different place.

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