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Untapped: Creating Value in Underserved Markets Hardcover – May 25, 2006


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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: #668,388 in Books (See Top 100 in Books)

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 withDisbelievers. 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 sustainableworld. Jessica Landis is a research consultant at the Center for Corporate Citizenship at Boston College.

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Alexander Dichter on November 29, 2006
Format: 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.
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2 of 2 people found the following review helpful By Philip H. Mirvis on December 6, 2006
Format: 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.
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1 of 1 people found the following review helpful By Kasturi V. Rangan on December 21, 2006
Format: Hardcover
"This book provides a straightforward framework backed up by excellent case studies that vividly describe how new business models can profitably reduce poverty at the "bottom of the pyramid" (BOP). Unlike other volumes dealing with this subject which focus solely on emerging markets, Untapped is unique in providing a depth of examples drawn from the U.S. experience. It also eschews the reductionist view that the BOP is simply another market for cheap consumer goods; instead it dedicates considerable space to the role of business in providing work opportunities and goods and services that can truly unleash the productivity and economic potential of low-income men and women.

V. Kasturi Rangan, Professor of Marketing, Harvard Business School
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1 of 1 people found the following review helpful By Midwest Book Review on February 8, 2007
Format: 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
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