Suitable means to offer new levels of convenience and utility at a price that is affordable to the emerging market consumers. Participant companies must radically rethink the way solutions are produced, delivered and sold.
This is different from de-featuring premium goods developed for a wealthy, developed market. New engineering solutions, new kinds of business models, and deep and long-term local insights are needed.
Corporate governance will also be challenged. The local development teams should have a high degree of autonomy and freedom to make their own design decisions and to create their own network of local partners. This departs from the traditional view with development resources, processes and knowledge located close to the company center where decisions are made and subsidiary initiatives meet significant resistance on their way to realization.
Project SecretariatUniverse Fonden | Alsion 2DK-6400 Sønderborg | Denmarkinfo@suitableforgrowth.dk