Strategic innovation at the base of the pyramid

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Reference no: EM132970585

The reading 'Strategic Innovation at the Base of the Pyramid' in part examines new developments in approaches businesses must take if they are to expand successfully. The article maintains that finding new markets is not always the most important part of success- instead the company must ensure that the product / service is affordable that's critical.

If true, this forces many companies to rethink their marketing strategy. Previously the firm may have adopted a 'higher quality/higher price' business model. Now they may need to add a lower cost model (or service) to the product line. Many companies have already adopted this (Ford Motor has created lower-cost models for quite some time, as have other product lines... televisions, laptop computers, etc.) Apple has traditionally marketed higher quality/higher cost products like cell phones

-Should Apple consider adding a lower cost/lower quality product to their marketing line?

-If the company does adopt a lower price product, do they risk damaging their brand image? Why or why not?

Reference no: EM132970585

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