To successfully sell products overseas, particularly in developing markets, companies must tweak them so they're relevant to the people who live there.
NEW YORK: Procter & Gamble executives say it was striking
the first time they witnessed a man shave while sitting barefoot on the floor in a tiny hut in India.
He had no electricity, no running water and no mirror.
The 20 US-based executives observed the man in 2008 during one of 300 visits they made to homes in rural India. The goal? To gain insights they could use to develop a new razor for India.
He had no electricity, no running water and no mirror.
The 20 US-based executives observed the man in 2008 during one of 300 visits they made to homes in rural India. The goal? To gain insights they could use to develop a new razor for India.
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