Managers understand the rationale for investing in new products, but now face an even more compelling need: to invest in targeting new markets, specifically those in less developed countries (LDCs). The argument presented here for initiating or increasing marketing efforts in these nations makes...

Managers have long understood the rationale for investing in new products. Now, however, they face an even more compelling need: to invest in targeting new markets, specifically those in less developed countries (LDCs). The argument presented in this article, for initiating or increasing...