Marketing to Earth's New Urban Majority
A Flamingo Big Ideas Breakfast, September 2011
A tectonic shift is re-shaping how the world lives: the Earth's population has tipped from majority rural to majority urban. From Chongqing, to Rio, to Mumbai, millions around the world are creating a new sense of place and self.
Doug Saunders, author of Arrival City, will showcase how these new urban environments will spark tomorrow’s cultural booms, catapulting millions into emerging middle class prosperity.
Flamingo’s James Parsons explored the opportunities for marketing in this landscape of new audiences, tastes and values.
Philip Kotler is a distinguished professor of international marketing at Northwestern University's Kellogg School of Management. This document discusses regionalization and localization trends in global markets. It notes that while globalization has increased access to information and lowered transportation costs, national borders and differences still exist. Countries have responded by forming regional trade blocs. The document uses examples from Asia to illustrate how regionalization has occurred, with the formation of groups like ASEAN and discussions of challenges and opportunities for the region.
Philip Kotler is a distinguished professor of international marketing at the Kellogg School of Management at Northwestern University. The document discusses regionalization as countries form regional blocs in response to the paradox of globalization versus localization. It argues that regionalization strikes the right balance, and notes the formation of regional blocs in Asia, including the principal blocs of East Asia, Europe, and the Americas in the 21st century. The Asian century will see Asia as almost half the world's economy by 2020.
Dr. Darin Gunesekera gave a talk on new directions in social entrepreneurship. He discussed how social entrepreneurship has become an important movement in economics and business as it brings passion and a focus on realities back to these sometimes dull subjects. It originated as a response to the failures of large NGOs and organizations to actually end poverty, as they spent most of their time on fundraising rather than work. Social entrepreneurship, as pioneered by Bill Drayton, recognized that the citizen sector was narrowing the return-on-investment gap with the private sector. It asserts this sector now has opportunities in technology and using empathy. Dr. Gunesekera showed a video of Bill Drayton discussing the origins
The changing role of women in developing marketsTim Jones
An overview of how the role of women is changing globally drawing insights from the future agenda programme and additional views from india. Looks at demographic, education, empowerment and role models as core drivers of change.
The document summarizes an international conference on Islamic microfinance. It discusses various models of microfinance and their achievements. It emphasizes the importance of the cooperative model, highlighting the case study of Al Barakah Multi-purpose Cooperative Society, an Islamic microfinance cooperative in Mauritius. The conference explores concepts like ownership, accountability and worldviews from an Islamic perspective in the context of establishing sustainable Islamic microfinance.
The document discusses India's response to the global recession from an economic perspective. It notes that while decoupling theory has failed and India is affected by downturns in developed economies, India's path forward lies in innovation. If Indian businesses, universities, and the government promote innovation through collaboration and by removing bottlenecks, India can use the time developed countries spend battling the crisis to enact a "silent revolution" and strengthen its economy through disruptive innovation and competitive advantages.
Flamingo big ideas breakfast sept 2011 take out summaryflamingolondon
The document summarizes the life story of the narrator's taxi driver in Mumbai, India. The driver's father came to Mumbai in 1950 and married below his caste, educating his son. The driver worked in Yorkshire for the BBC for a few years before returning to India and becoming a taxi driver. He works long hours to support his wife and six children, hoping to put them all through university. The driver disliked the caste system and felt entitled to more opportunities than his background suggested, inspired by his father's example.
Philip Kotler is a distinguished professor of international marketing at Northwestern University's Kellogg School of Management. This document discusses regionalization and localization trends in global markets. It notes that while globalization has increased access to information and lowered transportation costs, national borders and differences still exist. Countries have responded by forming regional trade blocs. The document uses examples from Asia to illustrate how regionalization has occurred, with the formation of groups like ASEAN and discussions of challenges and opportunities for the region.
Philip Kotler is a distinguished professor of international marketing at the Kellogg School of Management at Northwestern University. The document discusses regionalization as countries form regional blocs in response to the paradox of globalization versus localization. It argues that regionalization strikes the right balance, and notes the formation of regional blocs in Asia, including the principal blocs of East Asia, Europe, and the Americas in the 21st century. The Asian century will see Asia as almost half the world's economy by 2020.
Dr. Darin Gunesekera gave a talk on new directions in social entrepreneurship. He discussed how social entrepreneurship has become an important movement in economics and business as it brings passion and a focus on realities back to these sometimes dull subjects. It originated as a response to the failures of large NGOs and organizations to actually end poverty, as they spent most of their time on fundraising rather than work. Social entrepreneurship, as pioneered by Bill Drayton, recognized that the citizen sector was narrowing the return-on-investment gap with the private sector. It asserts this sector now has opportunities in technology and using empathy. Dr. Gunesekera showed a video of Bill Drayton discussing the origins
The changing role of women in developing marketsTim Jones
An overview of how the role of women is changing globally drawing insights from the future agenda programme and additional views from india. Looks at demographic, education, empowerment and role models as core drivers of change.
The document summarizes an international conference on Islamic microfinance. It discusses various models of microfinance and their achievements. It emphasizes the importance of the cooperative model, highlighting the case study of Al Barakah Multi-purpose Cooperative Society, an Islamic microfinance cooperative in Mauritius. The conference explores concepts like ownership, accountability and worldviews from an Islamic perspective in the context of establishing sustainable Islamic microfinance.
The document discusses India's response to the global recession from an economic perspective. It notes that while decoupling theory has failed and India is affected by downturns in developed economies, India's path forward lies in innovation. If Indian businesses, universities, and the government promote innovation through collaboration and by removing bottlenecks, India can use the time developed countries spend battling the crisis to enact a "silent revolution" and strengthen its economy through disruptive innovation and competitive advantages.
Flamingo big ideas breakfast sept 2011 take out summaryflamingolondon
The document summarizes the life story of the narrator's taxi driver in Mumbai, India. The driver's father came to Mumbai in 1950 and married below his caste, educating his son. The driver worked in Yorkshire for the BBC for a few years before returning to India and becoming a taxi driver. He works long hours to support his wife and six children, hoping to put them all through university. The driver disliked the caste system and felt entitled to more opportunities than his background suggested, inspired by his father's example.
I Need A Analytical Interpretive Essay Written IIvani Rosado
The document provides instructions for requesting an analytical interpretive essay through the website HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a form with instructions, sources, and deadline. 3) Review writer bids and choose one. 4) Review the paper and authorize payment. 5) Request revisions until satisfied, with a refund option for plagiarism. The purpose is to guide users through obtaining custom-written essays from the site.
The document discusses the steps to request and receive writing assistance from HelpWriting.net. It outlines 5 steps: 1) Create an account with valid email and password. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Receive the paper and ensure it meets expectations before authorizing payment. 5) Request revisions to ensure satisfaction, and the company offers refunds for plagiarized work.
Here is a draft essay on the critical functions of the skeletomuscular system:
The skeletomuscular system serves several critical functions that are essential for life. It consists of bones, cartilage, tendons, ligaments and skeletal muscles. Together, these components work to provide structure, movement, protection and calcium storage.
Structure and movement are two of the most important roles of the skeletomuscular system. The skeleton provides the framework that holds up the body and gives it its shape. It also serves as attachment points for muscles and tendons. When muscles contract, they pull on tendons connected to bones, causing movement at the joints. This allows for locomotion as well as other motions like breathing and
The document provides instructions for how to request and receive help with writing assignments from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Receive the paper and ensure it meets expectations, then pay the writer. 5) Request revisions until fully satisfied, knowing the company guarantees original, high-quality content or a full refund.
Essay About Christmas Celebration In The PhilippinesTasha Hernandez
The document provides instructions for how to request and receive help with an assignment from the website HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete an order form with instructions, sources, and deadline. 3) Review bids from writers and choose one. 4) Receive the completed paper and ensure it meets expectations before authorizing payment. 5) Request revisions until fully satisfied, and the website guarantees original, high-quality work or a full refund.
Things To Put In Fortune Teller Orig. Online assignment writing service.Jen Williams
Mike McGhee was struck by a vehicle while cycling in southeastern Texas, breaking his shoulder and damaging his bike and guitar. However, McGhee said he was lucky and in good shape considering the accident, with only minor injuries that did not require surgery. Despite the accident, McGhee intends to continue his journey cycling around the perimeter of the United States, which he began on New Year's Day. The accident occurred on a farm to market road in Navasota, Texas, where McGhee will spend a few days recovering at a hotel.
The document provides instructions for requesting writing assistance from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Receive the paper and ensure it meets expectations. 5) Request revisions to ensure satisfaction, with the promise of refunds for plagiarized work.
Sample Case Studies Used In Research Case Study IKate Miller
This document provides a 5-step case study describing the process of requesting and receiving writing assistance from the website HelpWriting.net. The summary is:
1. Create an account and provide contact information.
2. Complete an order form with instructions, sources, deadline and optional writing sample.
3. Review bids from writers and select one based on qualifications.
4. Receive the paper and authorize payment if pleased, with options for free revisions.
5. Request multiple revisions to ensure satisfaction, with a refund policy for plagiarized work.
The document provides instructions for creating an account and submitting assignment requests on the HelpWriting.net website. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a form with assignment details. 3) Review bids from writers and select one. 4) Receive the paper and authorize payment if satisfied. 5) Request revisions to ensure needs are met.
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The document provides instructions for requesting writing assistance from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a form with assignment details. 3) Review bids from writers and select one. 4) Receive the paper and authorize payment if satisfied. 5) Request revisions until fully satisfied, with a refund option for plagiarized content. The process aims to match clients with qualified writers to complete assignments through a bidding system while ensuring client satisfaction.
Short Essay Outline Template. Online assignment writing service.Joanna Gardner
The essay compares the book and film versions of The Lovely Bones by Alice Sebold. It provides background on the director Peter Jackson and lead actress Saoirse Ronan. While the author expected the film to be scary, it exceeded expectations by not focusing on suspense but still capturing the essence of the book. In only 3 sentences, the essay summarizes the key details about the adaptation and the author's changed perspective after viewing the film.
The people of Pakistan are beaten by frightening inflation and rising prices, and now the terror attacks on the mosques and Milad processions. Obviously, there is sadness and discomfort in the air. The poor are trying to cling on to any last piece of hope and for that they are desperately trying to find any reason and light whatsoever they can find
Printable Letter Writing Papers. Online assignment writing service.Jessica Reed
Testing software can significantly improve its quality by finding bugs and other issues. Testing ensures software functions as intended and meets user needs. Different types of testing, like unit testing and integration testing, help identify problems at various stages of development. While testing requires resources, it helps reduce costs of fixing issues later and improves user satisfaction with more reliable software. Regular testing is important for catching errors introduced during development and maintenance.
Essay On My Mother Language. Online assignment writing service.Lisa Richardson
The document discusses the potential for using nanotechnology to treat lung cancer. Specifically, it questions whether nanotechnology is a sustainable approach given lung cancer's tendency to metastasize, and whether it can be an effective therapy without damaging other tissues. The document also provides background on the types of lung cancer and current treatment approaches, noting that non-small cell lung cancer is more common and difficult to treat once it has metastasized.
The document discusses the economic and cultural impacts of globalization through various texts from different time periods. It explores how authors like Heaney addressed global issues like violence through their works, offering local perspectives. The document also discusses how globalization has led to new understandings of concepts like wealth. Religious globalization involves the spread of religious groups, ideas and practices across borders and how societies' views of religion have changed over time along with their moral values.
Bharath Developments _Men to Virus shall not defeat goodness H Janardan Prabhu
Difficulties due to men and virus will not be hampering India for long though we need to work hard unitedly. No one should be able to stop our breathing freely and live happily.
Essay On My Train Journey In Hindi. Online assignment writing service.Amy Colantuoni
Here are the key purposes of induction according to the unit:
- Provide a structured start for new workers in their first 12 weeks of employment to ensure they are safe to work independently with those they support
- Ensure new workers understand their roles and responsibilities, the values of their employer, and how to work safely and effectively
- Introduce new workers to relevant policies, procedures, and legal/regulatory requirements they must follow in their work
- Identify any additional training needs not covered by the Common Induction Standards so workers are fully prepared for their roles
- Help new workers adjust to their new work environment and feel supported as they take on their new responsibilities
Best Online Essay Writing Service. Online assignment writing service.Nicole Fields
The document discusses the Rick Riordan book Magnus Chase and the Gods of Asgard, providing a brief overview of the plot which follows the homeless orphan Magnus Chase who dies and ends up in Hotel Valhalla preparing for Ragnarok, and praising Riordan for his inclusion of diverse characters like Alex and development of characters like Sam that kids can relate to. It also commends Riordan for bringing the Norse gods to life in a similar engaging way as he has the Greek and Egyptian gods in previous works.
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
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I Need A Analytical Interpretive Essay Written IIvani Rosado
The document provides instructions for requesting an analytical interpretive essay through the website HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a form with instructions, sources, and deadline. 3) Review writer bids and choose one. 4) Review the paper and authorize payment. 5) Request revisions until satisfied, with a refund option for plagiarism. The purpose is to guide users through obtaining custom-written essays from the site.
The document discusses the steps to request and receive writing assistance from HelpWriting.net. It outlines 5 steps: 1) Create an account with valid email and password. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Receive the paper and ensure it meets expectations before authorizing payment. 5) Request revisions to ensure satisfaction, and the company offers refunds for plagiarized work.
Here is a draft essay on the critical functions of the skeletomuscular system:
The skeletomuscular system serves several critical functions that are essential for life. It consists of bones, cartilage, tendons, ligaments and skeletal muscles. Together, these components work to provide structure, movement, protection and calcium storage.
Structure and movement are two of the most important roles of the skeletomuscular system. The skeleton provides the framework that holds up the body and gives it its shape. It also serves as attachment points for muscles and tendons. When muscles contract, they pull on tendons connected to bones, causing movement at the joints. This allows for locomotion as well as other motions like breathing and
The document provides instructions for how to request and receive help with writing assignments from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Receive the paper and ensure it meets expectations, then pay the writer. 5) Request revisions until fully satisfied, knowing the company guarantees original, high-quality content or a full refund.
Essay About Christmas Celebration In The PhilippinesTasha Hernandez
The document provides instructions for how to request and receive help with an assignment from the website HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete an order form with instructions, sources, and deadline. 3) Review bids from writers and choose one. 4) Receive the completed paper and ensure it meets expectations before authorizing payment. 5) Request revisions until fully satisfied, and the website guarantees original, high-quality work or a full refund.
Things To Put In Fortune Teller Orig. Online assignment writing service.Jen Williams
Mike McGhee was struck by a vehicle while cycling in southeastern Texas, breaking his shoulder and damaging his bike and guitar. However, McGhee said he was lucky and in good shape considering the accident, with only minor injuries that did not require surgery. Despite the accident, McGhee intends to continue his journey cycling around the perimeter of the United States, which he began on New Year's Day. The accident occurred on a farm to market road in Navasota, Texas, where McGhee will spend a few days recovering at a hotel.
The document provides instructions for requesting writing assistance from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a 10-minute order form providing instructions, sources, and deadline. 3) Review bids from writers and choose one based on qualifications. 4) Receive the paper and ensure it meets expectations. 5) Request revisions to ensure satisfaction, with the promise of refunds for plagiarized work.
Sample Case Studies Used In Research Case Study IKate Miller
This document provides a 5-step case study describing the process of requesting and receiving writing assistance from the website HelpWriting.net. The summary is:
1. Create an account and provide contact information.
2. Complete an order form with instructions, sources, deadline and optional writing sample.
3. Review bids from writers and select one based on qualifications.
4. Receive the paper and authorize payment if pleased, with options for free revisions.
5. Request multiple revisions to ensure satisfaction, with a refund policy for plagiarized work.
The document provides instructions for creating an account and submitting assignment requests on the HelpWriting.net website. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a form with assignment details. 3) Review bids from writers and select one. 4) Receive the paper and authorize payment if satisfied. 5) Request revisions to ensure needs are met.
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The document provides instructions for requesting writing assistance from HelpWriting.net. It outlines a 5-step process: 1) Create an account with a password and email. 2) Complete a form with assignment details. 3) Review bids from writers and select one. 4) Receive the paper and authorize payment if satisfied. 5) Request revisions until fully satisfied, with a refund option for plagiarized content. The process aims to match clients with qualified writers to complete assignments through a bidding system while ensuring client satisfaction.
Short Essay Outline Template. Online assignment writing service.Joanna Gardner
The essay compares the book and film versions of The Lovely Bones by Alice Sebold. It provides background on the director Peter Jackson and lead actress Saoirse Ronan. While the author expected the film to be scary, it exceeded expectations by not focusing on suspense but still capturing the essence of the book. In only 3 sentences, the essay summarizes the key details about the adaptation and the author's changed perspective after viewing the film.
The people of Pakistan are beaten by frightening inflation and rising prices, and now the terror attacks on the mosques and Milad processions. Obviously, there is sadness and discomfort in the air. The poor are trying to cling on to any last piece of hope and for that they are desperately trying to find any reason and light whatsoever they can find
Printable Letter Writing Papers. Online assignment writing service.Jessica Reed
Testing software can significantly improve its quality by finding bugs and other issues. Testing ensures software functions as intended and meets user needs. Different types of testing, like unit testing and integration testing, help identify problems at various stages of development. While testing requires resources, it helps reduce costs of fixing issues later and improves user satisfaction with more reliable software. Regular testing is important for catching errors introduced during development and maintenance.
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The document discusses the potential for using nanotechnology to treat lung cancer. Specifically, it questions whether nanotechnology is a sustainable approach given lung cancer's tendency to metastasize, and whether it can be an effective therapy without damaging other tissues. The document also provides background on the types of lung cancer and current treatment approaches, noting that non-small cell lung cancer is more common and difficult to treat once it has metastasized.
The document discusses the economic and cultural impacts of globalization through various texts from different time periods. It explores how authors like Heaney addressed global issues like violence through their works, offering local perspectives. The document also discusses how globalization has led to new understandings of concepts like wealth. Religious globalization involves the spread of religious groups, ideas and practices across borders and how societies' views of religion have changed over time along with their moral values.
Bharath Developments _Men to Virus shall not defeat goodness H Janardan Prabhu
Difficulties due to men and virus will not be hampering India for long though we need to work hard unitedly. No one should be able to stop our breathing freely and live happily.
Essay On My Train Journey In Hindi. Online assignment writing service.Amy Colantuoni
Here are the key purposes of induction according to the unit:
- Provide a structured start for new workers in their first 12 weeks of employment to ensure they are safe to work independently with those they support
- Ensure new workers understand their roles and responsibilities, the values of their employer, and how to work safely and effectively
- Introduce new workers to relevant policies, procedures, and legal/regulatory requirements they must follow in their work
- Identify any additional training needs not covered by the Common Induction Standards so workers are fully prepared for their roles
- Help new workers adjust to their new work environment and feel supported as they take on their new responsibilities
Best Online Essay Writing Service. Online assignment writing service.Nicole Fields
The document discusses the Rick Riordan book Magnus Chase and the Gods of Asgard, providing a brief overview of the plot which follows the homeless orphan Magnus Chase who dies and ends up in Hotel Valhalla preparing for Ragnarok, and praising Riordan for his inclusion of diverse characters like Alex and development of characters like Sam that kids can relate to. It also commends Riordan for bringing the Norse gods to life in a similar engaging way as he has the Greek and Egyptian gods in previous works.
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
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2. IDEO’s Human-Centered Design
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4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
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13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
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19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
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Innovation Management Frameworks: Your Guide to Creativity & Innovation
Flamingo big ideas breakfast sept 2011 take out summary
1.
2. I spent the better part of a Friday evening two weeks ago
in the back of a Tata taking me from downtown Mumbai
to the airport. The upside of the traffic was that it allowed
me to hear the life-story of my charming cab driver:
His father had come to the city with his family in 1950 as a
young man and put down initial roots. His dad married
below his caste, to the great disapproval of his family; but
he didn’t care. He had a desire to do things differently,
and he had brought up his son - my driver – with a certain
radical mentality. He was a thoughtful soul my driver... He
managed to get some education and at the age of 28,
went to live and work in Yorkshire for the BBC for a couple
of years where he had worked as a camera technician.
He returned to Maharashtra state after a couple of years
(didn’t like the cold much) and took up work as a taxi
driver. He married soon after and his wife bore him six
children over the years, the oldest of whom is now at
University reading engineering. He lives with his family in a
one room dwelling in the city. He works 14 hours a day, 7
days a week and hopes to put them all through university.
“It’s not much, but it’s much better than nothing”, he kept
saying, laughing raucously.
One of the most interesting things about him was his
intense disliking of the caste system. Now, if you live in a
culture where many of the major religions tell you that
where you’re born and the economic status you’re born
into is your lot and that that’s the way it should be, it
doesn’t come all that naturally to want to get ahead.
3. The Gautam Buddha tells us:
“All Living Beings have actions (karma) as
their own, their inheritance, their congenital
cause, their kinsman, their refuge, it is
karma that differentiates beings into low
and high states.”
In other words, your karma is what you get in this life...
And yet my taxi driver, and millions of others, are
saying ‘no... what I’ve got in life is not quite enough...’
Following his father’s example, my cab driver felt he
was entitled to aspire to a little more than what his
karma suggested was his lot. And he was a Buddhist!
Now, we’re seeing this kind of argument with destiny
an awful lot in India as my colleague Akshay Mathur
from Flamingo Singapore discusses in this edition of FYI.
4. When we parted, we exchanged e-mail addresses –
because, yes, these people are wired too – and he
promised to take me on a tour of the Dharavi slums next
time.
The Dharavi slums is the Arrival City of Slumdog Millionaire
fame. It is on the outskirts of Mumbai, population – 5 million.
Despite appearances to the contrary from our
perspective, places like Dharavi, which receive rural
migrants, actually improve all of the key measures of
quality of life for the people who arrive there.
Now, what is going on here? What is it
about migration that gives people this
springboard to more…?
5. …The world impoverishes itself much more through blocking international
migration than any other single class of international policy. A modest
relaxation of barriers to human mobility between countries would bring
more global economic prosperity than the total elimination of all remaining
policy barriers to goods trade - every tariff, every quota - plus the elimination
of every last restriction on the free movement of capital.
The reason migration packs such an economic punch is both simple and
mysterious: a worker's economic productivity depends much more on
location than skill. A taxi driver in Ethiopia's capital, no matter how talented
and industrious, cannot earn more than a few thousand dollars a year.
6. “The same person doing the same
job in New York City can easily earn
$35,000 a year. The reason people
will pay him that much is that his
driving adds more than $35,000 of
value to the New York economy,
more value than his actions can add
to the Ethiopian economy.” (Michael
A Clemens, Centre for Global
Development)
Migration, allowing the changing of
locations, adds value for individuals
and for economies. It provides
people the opportunity to join the
middle class.
7. THIS IS MY CABBIE’S HERO
1 Research Overview Anna Hazare is a 73 year old Ghandian-
he started his hunger strike on August
Contextual Understanding – Skincare 16th
2 category in China & Japan
He demanded that the Indian
3 TVC – Overarching Themes government pass strong legislation to
crack down on corruption. He came off
the strike on August 27th
4 Evaluation of TVCs
5 Evaluation of Print / Outdoor / Online
His hunger strike has caught the
imagination of a whole generation of
6 Summary, Conclusions, and Recommendations are not prepared to
people who
accept their karmic destiny – who want
7 Appendix – full stimulus a piece of India’s boom action, who are
sick of the huge corruption scandals
that are now common.
8. AND THIS ACTION OF THE ‘MIDDLE
CLASS’ ISN’T ONLY IN INDIA
1
Last month, a demonstration in China – the
biggest since Tiananmen Square, in the
northern city of Dallan
Middle class people demonstrating against
continued operation of a factory believed to
be leaking toxic chemicals.
RESEARCH OVERVIEW
9. MIDDLE CLASS REVOLT IS
HAPPENING ALL OVER CHINA
1
When this train crash happened and the
Government tried to bury the evidence, the
state-owned news channel protested – live on
air!
RESEARCH OVERVIEW
10. New President of Brazil, Dilma
Rousseff, has since June, fired
various of her most senior
ministers, including her chief of
staff. Some were arrested.
1
She had to respond to the
growing middle class that
demands that things be done
properly. The middle class has no
patience for corruption and
incompetence.
These are the people
changing the complexion
RESEARCH OVERVIEW of the world.
So who are these middle
class people?
11. 11
One definition of “The middle
class” is those earning between
$2 and $20 a day. Often these
are people only just out of
poverty.
According to the Economist, hey
account for ⅓ of Africa’s
population in 2008, ¾ of Latin
America’s, and 90% of China’s.
12. As growth in the US
and Europe falters,
there’s increasingly
more interest in the
middle class of Africa
and Asia and the
daily couple of
dollars they have to
spend.
That’s 2 billion people
to target.
So how are brands
talking to them?
13. Cycle film For sure, there’s a little poetic licence
going on here...
But it’s a story that has caught the
imagination of middle class Indian TV
audiences and has achieved
tremendous tracking numbers
The hero of the ad is confident he
can get ahead – going places on his
bike.
The city holds all the possibility that
this boy’s story alludes to; the ad taps
into the new urban Zeitgeist.
The question, as the narrative so
cleverly exploits, is not about
where he’s come from it’s about
where he’s going.
15. Getting around town easily is highly important
to the new emergent city dweller. Cycle film
You need easy transport in order to take
advantage of opportunities, to utilise your skills
where they are needed.
Now this one here only costs $675. The genius
of the Italika is not just that it’s cheaper
because it uses Chinese parts and is
assembled in Mexico to avoid import tariffs.
The really clever thing is that the whole sales
model is geared towards making it readily
available to the new urbanites.
Now, in our business, here in the West, we tend
to set a lot of store by imagery. But if we’re to
understand these people, we need to
understand far more than just their aspirations
and their views and their aesthetics... we need
to be a bit clever about their circumstances...
16. These bikes can be purchased with weekly Cycle film
payments of 100 pesos – that’s 5 quid!
New migrants have plans, aspirations, and
a desire to put talents to work – but
they’re not cash rich.
Italika offers weakly payments spread over
two years. Simple, yet brilliant. Here’s a
company that has understood the
particular circumstances of this emergent
class of people.
The really clever part: if you can’t get
credit because you have no proof of
income (which is common with the large
informal sector) the finance company will
visit your home to set up the deal.
There is a competitor in Mexico – the
Indian Bajaj – considered to be a better
product, but it’s harder to get the finance.
There’ve been a million Italikas sold in
Mexico, and with expansion into
Argentina, Peru and Central America
already underway, Brazil is the next prize.
17. To China, where the life assurance
category has grown from $10 billion to
Cycle film $88 billion in the space of 12 years...
Most of those new to urban life were
working class only a generation ago –
they are only just becoming affluent
enough to invest.
For these people, insurance products -
which offer a guaranteed 2.5% return –
are attractive but what makes them
compelling is that they are sold face-
to-face by agents countrywide.
(China life has over 700,000!)
Neighbourhood salespeople who
develop face to face relationships of
trust with customers and their families
and the referrals that follow.
In a country where state social
insurance is nowhere near as all-
embracing as it once was, this means
a huge new emerging market. Some
are predicting annual growth of 20%.
Getting into these communities and
selling face to face, building
relationships of trust, may be where
brands are doing best.
18. Only three examples, from three corners of the
world. Connecting with the new urbans by
building imagery that taps into their needs and
aspirations. Connecting by providing products
that fit their needs at the right price. And
connecting by finding channels for selling that
suit their customers’ circumstances.
Examples like these can be found all over the
emergent world. We are seeing Body Lotion
users in rapidly growing Jakarta coming face to
face with a whole array of ethnicities and
influences becoming much much more
demanding of the efficacy of the products
they use. We are seeing the growth of anti-
bacterial personal care categories as
consumers become increasingly aware of the
need for hygiene in overcrowded urban
environments. We are seeing the rapidly
growing numbers of diabetics around the world
taking control of their condition with cheap
and accurate blood glucose monitors, not
having to rely on dodgy clinics, sent by the
local quack, who takes a cut for the privilege
As growth falters in the developed world,
marketers must be talking to these people –
capturing their aspirations, understanding their
roots, and learning where they are heading.
What are the key rules for the road?
19. 1. The transit from rural to urban "Arrival
Cities" (the first stepping stones into urban
life) will, for the most part, result in slowly
rising living standards. It may not happen
overnight but all the trends are there –
there's huge growth potential for providers
of goods and services who can meet their
needs
2. "Emerging middle class" doesn’t necessarily
mean 2 cars, dishwasher and holidays in
Tuscany. There are millions whose transit to
arrival cities around the world has lifted
them just out of poverty such that they can
aspire to various goods and services that
their rural lives didn't permit them
3. Mobile phones and network providers are
those who have made the best early
successes in tapping into the market for
these people
4. But the success of the Life Asssurance
industry in China and brands like Italika in
Latin America, who know how to get up
close and personal with these targets, and
find products and sales models that fit their
needs give us clues as to success stories to
come
5. One example: As more women enter the
workforce, there is likely to be a growth in
fast food solutions and convenience foods
20. About the Author
James Parsons is Managing Director of Flamingo in Asia and is based
in Singapore. He joined Flamingo in 1993 and in that time has led
research projects and developed our offer in categories as diverse as
automotive, IT, foods, personal care, alcoholic beverages and
medical devices.
In 2007, James set up Flamingo Tokyo from scratch and grew it to a
thriving business. In 2009 he took on the Asian regional role and this
year moved to Singapore closer to be closer to the epicentre of the
world's most dynamic region. He has a deep personal and
professional interest in the people and cultures of the great emerging
economies and the growing opportunities for brands there.
James.parsons@flamingo-international.com
21. Thank you
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