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Company
Graduation date
Delft University of Tech.
Nov 27, 2006
Knowledge Gaps in Product Development Yu-Kuan Chang Multinational Corporations (MNCs) increasingly develop new business models, products, and services to satisfy the needs in new markets. From urban to rural areas, emerging markets have extremely diverse groups of consumers with different needs. In this project, the strategies of seven multinational companies were analyzed in a case study research. The companies included were Philips, VIA, Haier, Motorola, Intel, Microsoft, and BenQ. The objective of the project was to learn how MNCs identify their roles and opportunities in emerging markets, and how they develop new products and strategies for these markets. Within the project, there was a particular focus
Yu-Kuan Chang took seven MNCs as case studies to gather their experience and knowledge to learn for future product development for the BoP.
on how MNCs develop new products for people who earn less than three dollars per day. This segment represents the majority of the population in emerging markets.
Interviews with Managers The data was gathered through interviews with MNC managers who are influential to the company’s emerging market strategies and innovation processes.
Twelve
VIA: Bridging the Digital Divide
interviews with participants from seven MNCs were
VIA seeks to develop a sustainable bridge over the digital divide of the
conducted to collect knowledge and practical experiences.
80% of the world population that do not have access to the internet.
Wihin each case, aspects of motivation, strategy, innovation
Therewith, the company makes vast information, education and
process, difference, difficulty, challenge, etc were analyzed
commercial resources available and thus empowers many people in the
and reported on. Some examples of the results for three
BoP. Their approach to emerging markets is based on four objectives:
case studies are described in the boxes spread over these
· New markets: beyond ownership to access;
pages.
· New environments: beyond city comfort to rural remoteness;
The results reveal that similar motivations to enter the
· New usage models: from “one-to-one” to “one-to-many”;
BoP market can lead to various product strategies and
· New products: from PCs to PHD appliances.
development processes. The motivation on corporate social
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