Selling to the bottom of the pyramid: The case of Tata Nano

Abstract

Purpose

The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Since the term “bottom of the pyramid” was coined, the poor living in low‐ and middle‐income countries have received increasing attention. The bottom of the pyramid attracts multinational companies because of its large population with pending demand, low consumer expectations and slight competition.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2009), "Selling to the bottom of the pyramid: The case of Tata Nano", Strategic Direction, Vol. 25 No. 6, pp. 10-12. https://doi.org/10.1108/02580540910952145