It highlights the pitfalls faced when designing products for emerging markets and discusses how, in order for a new product to be successful, a fresh approach and an open mind is essential, as consumers in these markets can be extremely price conscious and demanding.

“… a growing number of companies find that they must re-examine their traditional approaches to product development and tailor them to these realities. We call this process ‘design to value.’ In some cases, designing to value means applying traditional tools in new ways, in others adopting a new mind-set about what customers want and how to deliver it.”

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