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Keywords: Multinational
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Journal Articles
Journal:
European Business Review
European Business Review (2019) 31 (3): 317–336.
Published: 13 May 2019
...James Lappeman; Kristin Ransome; Zach Louw Purpose This paper aims to show that a generic bottom-of-the-pyramid (BoP) segmentation strategy does not represent a multi-country BoP consumer profile. A series of multinational entry failures has clearly shown that a one-size-fits-all strategy...
