Product Management in Less Developed Countries

A case study is presented of a Dutch multinational′s introduction of a consumer product to rural Ethiopia based on the author′s direct experiences as an employee of the company. How the company stimulated the demand for sugar by effectively responding to the unique environmental conditions with a particular focus on the creative approaches it utilised to penetrate the rural markets is described. Useful lessons learnt by the company in Ethiopia may be provided to other multinationals and entrepreneurs who may be considering the production and marketing of basic consumer products in less developed countries.