The world’s rapidly growing megacities represent
significant opportunities for companies seeking new
markets and these megacities justify a unique approach.
In this article, Jennifer Lacks Kaplan and Mark
Pocharski explain what it takes for companies to build
winning strategies to take advantage of this growth
opportunity.
Succeeding in a megacity requires deep insight into
the megacity population dynamics, cultural norms, buying
behaviors and channels to uncover pools of growth
opportunity. It requires identifying the optimal path to
market and configuring the local go-to-market systems to
match the economics of the opportunity and the
infrastructure of the particular megacity. pdf 20102010