Untapped: Creating Value in Underserved Markets [Hardcover]

John Weiser (Author), Michele Kahane (Author), Steve Rochlin (Author), Jessica Landis (Author)

Book Description

Publication Date: May 25, 2006

Most companies mistakenly dismiss low-income markets as commercial wastelands. Yet many top corporations -- including IBM, Ford, Hewlett Packard, and Texas Instruments -- have discovered that investing in and partnering with underserved communities can yield significant profits. Based on rigorous research spanning seven years and 50 cases, "Untapped shows how serving consumers and suppliers at the bottom of the pyramid can be the key to addressing corporations' pressing needs: increased sales, a qualified workforce, marketable innovations, reduced costs, and increased quality. But as corporations benefit, so too do communities, through better products, prices, and services, more meaningful job opportunities, and an increased market for their own goods and services. The authors' blend of proven strategies, practical tools, case studies, and cogent insight shows managers how to maximize profits while helping community residents increase income and assets, creating a relationship of mutual gain.

Editorial Reviews

From the Inside Flap

Selected for Harvard Business Review’s 2006 Reading List! "The 'fortune at the bottom of the pyramid' refers to profit opportunities in developing countries. But plenty of low-income communities in North America could do with some of that attention, points out a group of thinkers from the nonprofit world." —John T. Landry, Harvard Business Review

"Trying to do more business in underserved markets can be a Catch 22: If you aren't in those markets, how do you truly get to know their needs and provide the best products or services that will create value for the businesses and markets involved? This book explains complex situations through clear, concise, real world examples that allow the reader to quickly grasp the concepts and see how they can be applied to achieve the desired "Win-Win" outcome: good products and services at fair prices for communities and a long term profitable result for businesses." —Ed Charlebois, Vice President, Travelers Personal Lines, St. Paul Travelers, former chairman, National Insurance Task Force, winner of the Community Development Corporation of Long Island's Opportunity Award

"The authors, a group of seasoned practitioners, have written a highly readable and practical analysis of how companies from diverse industries have adapted their business models and practices to succeed in markets previously considered unattractive. This book can help readers reach these markets profitably as well as have the satisfaction of making a difference in underserved communities." —Pamela Flaherty, Senior Vice President for Global Community Relations, Citigroup, winner of the 2005 Corporate Design Award, Global Green USA

"As we engage with communities, there is a constant creative tension in figuring out what we can give, and what we can get. Untapped examines this issue from a corporate perspective— analyzing the challenges and opportunities in creating value by first empowering an underserved community." —Russell Simmons, Chairman and CEO, Rush Communications, winner of the NAACP Lifetime Achievement Award

"The authors have taken a complex subject and made it clear and understandable. They describe both success strategies and pitfalls, giving practical advice that will help managers create value for company and community alike. I heartily endorse this book." —Bob Stiller, President and CEO, Green Mountain Coffee Roasters, winner of Forbes magazine’s 2001 Entrepreneur of the Year Award

About the Author

John Weiser is a founding partner in the firm of Brody * Weiser * Burns and an expert on using business strategies to achieve business and social goals. He has written numerous reports and books, including Conversations with Disbelievers. Michele Kahane is Director of Special Projects for the Center for Corporate Citizenship at Boston College. Prior to working at the Center, she was a program officer in the Ford Foundation's Economic Development Unit. Steve Rochlin is Director of Research and Policy Development for the Center for Corporate Citizenship at Boston College, which helps businesses leverage their social, economic, and human assets to ensure success and a more sustainable world. Jessica Landis is a research consultant at the Center for Corporate Citizenship at Boston College.

Product Details

• Hardcover: 243 pages
• Publisher: Berrett-Koehler Publishers (May 25, 2006)
• Language: English
• ISBN-10: 1576753727
• ISBN-13: 978-1576753729
• Product Dimensions: 9.4 x 6.7 x 1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,614,801 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Good and Gold!, December 6, 2006

By 

Philip H. Mirvis (Washington, DC) - See all my reviews
(REAL NAME)   

This review is from: Untapped: Creating Value in Underserved Markets (Hardcover)

Untapped is aimed at practicing managers and its applications concern business functions. Especially appealing is its mix of examples from the U.S. and Europe along with cases from developing-and-emerging economies. I've recommended it to South Korean executives who saw its relevance in reaching poorer markets in prosperous Seoul and unlocking opportunities in backward northeast China. It was refreshing to read, too, about hidden market opportunities in inner city Washington, D.C. where analyses of incomes, taking account of multi-family housing and the cash economy, exceeds census figures by 33 percent. The African entrepreneur who moved me into my home in nearby Bethesda has found his own gold mine in that neighborhood.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Fabulous book uncovering how to succeed in untapped markets, November 29, 2006

By 

Alexander Dichter (New York, NY) - See all my reviews
(REAL NAME)   

This review is from: Untapped: Creating Value in Underserved Markets (Hardcover)

This book does a wonderful job exploring the opportunities in 'untapped' markets -- markets that have traditionally been overlooked and underserved by business. The authors highlight the spectacular growth of these markets (for example, Hispanic and inner-city customers in the United States) and how to capitalize on the opportunity this presents. Through a series of fascinating case studies (ranging from Shaw's Supermarkets to Marriott Hotels to Hewlett-Packard), the authors explore the real, practical steps companies need to take to succeed in untapped markets. Beyond being an interesting read, the book is useful to business leaders looking for actionable strategies for how to succeed in these markets. In addition, 'Untapped' goes beyond other books that address some similar issues -- the most well-known of which is C.K. Prahalad's "Fortune at the Bottom of the Pyramid" -- by looking beyond sales and marketing to topics like recruiting and human resources, regulatory issues and stakeholder engagement. In sum, a great book covering an important emerging topic.

1 of 1 people found the following review helpful:

5.0 out of 5 stars A top pick for business executives, February 8, 2007

By 

Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: Untapped: Creating Value in Underserved Markets (Hardcover)

Can markets representing trillions of dollars still be ignored today? These are both international and domestic markets - composed of low- to moderate-income consumers in both developing and developed nations - and who they are and why they're untapped is the subject of a guide based on seven years of research and some fifty cases. Not only are the markets identified, but five key success factors to achieving success in these markets are outlined, making UNTAPPED a top pick for business executives who want to move their companies forward.

Diane C. Donovan
California Bookwatch