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Pricing

A Pricing Playbook for Emerging Markets

Rich Hutchinson Sudipto Banerjee Matthew Beckett Rob Docters Chris Griffith Rich Hutchinson Sudipto Banerjee Matthew Beckett Rob Docters Chris Griffith

The pricing methods that multinational corporations use at home don’t work well abroad, so these companies must find a new way to price effectively in emerging markets. The approach must address not just price levels but also pricing structures, promotions, and the terms by which products must be sold to distributors and retailers.

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