The article published by Yujuico and Gelb (2010) is titled Better marketing to developing countries: Why and how. It was published in 2010 in the Business Horizons journal, vol. 53, no. 5, pp. 501-509. It is focused on discussing the issue of improving the marketing in the developing countries such as China. More precisely, the article is focused on providing reasoning for increasing the consumption rate in less developed countries (LDCs). The authors’ approach consists of analysing the existing examples of successful marketing in LDCs and describing the alternative approach in marketing that is possible when the business-as-usual approach changes. Major conclusions include the fact that although marketing efforts may improve the global economy’s state, they alone are not sufficient.
Purpose of the Article
The purpose of the article is to “suggest that lessons may be gleaned from the examples regarding recent efforts targeting LDCs by a pharmaceutical company (Pfizer) and a food supplement marketer (Procter & Gamble), as well as efforts pioneered in less developed countries themselves (including low-cost private schools and 2,500$ automobiles” (501). Thus, the authors are advocating for the promotion of marketing efforts in LDCs taking into account some of the existing examples. The authors are trying to compensate the lack of research on the alternative approaches to increasing the economy on the global scale. The statements are formulated clearly; there are precise focuses that correspond with the research that was done in the process of creating the article.
Findings of the Article
The findings presented in the article consist of authors offering two similar approaches to improving marketing in the LDCs. These approaches are “targeting the BOP” and “targeting individuals in the less developed world who have resources enough to save beyond what is necessary for daily survival, but who forego consumption to – in effect – self insure” (502). The first approach focuses on targeting the bottom of the economic pyramid. This means that the production is mostly created for the people of the LDCs that only have the bare minimum to survive. The second approach, in turn, is likely to come as self-explanatory. Rather than target the individuals with lesser incomes, this method focuses on people that are in the transitional state between having a lesser and greater revenue.
Reliability and Accuracy
The authors openly state that the solution that they offer is not sufficient on its own. Therefore, they suggest that the topic of improving the marketing in the LDCs may be further researched with different conclusions and different solutions to the problem. However, it is clear that the research performed by the authors is reliable enough as well as the results of analyzed data.
The claims made in the article come as accurate and well thought. The conclusions that are provided in the research correspond with the material that was presented in it. After studying the examples that were described throughout the article, the authors present possible solutions to the economic challenges that the marketing of the LDCs faces including approaches and examples of addressing different needs.
Importance of the Scientific Work
The significance of this article comes in the form of demonstrating how the marketing in the developed world can greatly benefit from learning the ways of the LDCs. Furthermore, the benefit may be acquired not only by mimicking the marketers’ approaches that performed well, but also by avoiding known failures.
This is a strong scientific article for a number of reasons. Firstly, there is a significant amount of data that was analyzed in the process of research. Secondly, the authors provide their vision of how the problem may be resolved. Finally, the authors admit that their approach may be flawed and unfinished which encourages other researchers to perform their researches that will further broaden the topic.