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Price: $28.95
Hardcover
ISBN 9781576753729
Available Now

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Amazon Reviews

2 of 2 people found the following review to be helpful:

Good and Gold!,  December 7, 2006

By Philip H. Mirvis

Untapped is aimed at practicing managers and its applications concern business functions. Especially appealing is its mix of examples from the U.S. and Europe along with cases from developing-and-emerging economies. I've recommended it to South Korean executives who saw its relevance in reaching poorer markets in prosperous Seoul and unlocking opportunities in backward northeast China. It was refreshing to read, too, about hidden market opportunities in inner city Washington, D.C. where analyses of incomes, taking account of multi-family housing and the cash economy, exceeds census figures by 33 percent. The African entrepreneur who moved me into my home in nearby Bethesda has found his own gold mine in that neighborhood.





2 of 2 people found the following review to be helpful:

Fabulous book uncovering how to succeed in untapped markets,  November 29, 2006

By Alexander Dichter

This book does a wonderful job exploring the opportunities in 'untapped' markets -- markets that have traditionally been overlooked and underserved by business. The authors highlight the spectacular growth of these markets (for example, Hispanic and inner-city customers in the United States) and how to capitalize on the opportunity this presents. Through a series of fascinating case studies (ranging from Shaw's Supermarkets to Marriott Hotels to Hewlett-Packard), the authors explore the real, practical steps companies need to take to succeed in untapped markets. Beyond being an interesting read, the book is useful to business leaders looking for actionable strategies for how to succeed in these markets. In addition, 'Untapped' goes beyond other books that address some similar issues -- the most well-known of which is C.K. Prahalad's "Fortune at the Bottom of the Pyramid" -- by looking beyond sales and marketing to topics like recruiting and human resources, regulatory issues and stakeholder engagement. In sum, a great book covering an important emerging topic.





1 of 1 people found the following review to be helpful:

A top pick for business executives,  February 8, 2007

By Midwest Book Review

Can markets representing trillions of dollars still be ignored today? These are both international and domestic markets - composed of low- to moderate-income consumers in both developing and developed nations - and who they are and why they're untapped is the subject of a guide based on seven years of research and some fifty cases. Not only are the markets identified, but five key success factors to achieving success in these markets are outlined, making UNTAPPED a top pick for business executives who want to move their companies forward.

Diane C. Donovan
California Bookwatch





1 of 1 people found the following review to be helpful:

Tapping into lower income markets,  December 21, 2006

By Kasturi V. Rangan

"This book provides a straightforward framework backed up by excellent case studies that vividly describe how new business models can profitably reduce poverty at the "bottom of the pyramid" (BOP). Unlike other volumes dealing with this subject which focus solely on emerging markets, Untapped is unique in providing a depth of examples drawn from the U.S. experience. It also eschews the reductionist view that the BOP is simply another market for cheap consumer goods; instead it dedicates considerable space to the role of business in providing work opportunities and goods and services that can truly unleash the productivity and economic potential of low-income men and women.

V. Kasturi Rangan, Professor of Marketing, Harvard Business School








  • Offers detailed, tested, practical advice to help corporations increase sales, recruit qualified workers, spur innovation, reduce costs, and improve quality by working with overlooked low-income communities
  • Shows how to structure these relationships so that they are beneficial for both the communities and the corporations
  • Features over fifty case studies from leading corporations, including IBM, JPMorgan Chase, and HP

Tapping underserved markets for consumers, employees, or suppliers is not a new idea in business. When Henry Ford founded the Ford Motor Company in 1903, he proclaimed, "I will build a car for the great multitude." Ford understood that the real profits to be had in the auto business were not in selling luxury items to the well-to-do, but in providing essential transportation for ordinary folks. To achieve this goal, he both changed manufacturing processes to lower production costs, and also doubled his workers' wages to enable them to buy cars--creating the phenomenal success of the Model T. Today, businesses have the opportunity to increase profits and improve underserved communities by selling to them, and hiring and purchasing from them. While previous books have touted business opportunities in these underserved markets, none have outlined the specific strategies necessary to turn this business concept into a detailed business model. Until now.

Based on extensive research and featuring fifty case studies from leading corporations--including IBM, JPMorgan Chase, and Dreamworks--Untapped details the practical dos and don'ts every manager needs to know when approaching a new market. It shows how, by engaging consumers, workers, and suppliers, companies can create win-win partnerships with underserved communities. Corporations will discover a new source of increased sales, qualified workers, and marketable innovations as well as new ways to reduce costs and increase quality. The communities will get better products, more meaningful job opportunities, and an increased market for their own goods and services.

Organized around five key success factors the authors identified during their study of pioneering corporations, this innovative book clearly outlines how to establish the kinds of win-win partnerships that are vital to succeeding in these complex but potentially rewarding markets. Combining practical tools, case studies, and careful analysis, Untapped provides concrete guidance for investing in and partnering with underserved communities to create not only significant competitive advantages but also vibrant communities in which to live, work, and do business.