Managing strategic allliances in the West is difficult, with a failure rate as high as 70 per cent. Managing strategic alliances in developing countries is made much more difficult by a lack of resources, a shortage of appropriate alliance management training, and high environmental turbulence...

The purpose of the study is to investigate marketing to the Bottom of Pyramid (BOP) in Zimbabwe. This is a market which constitutes at least two-thirds of the world?s total population and is made up of consumers whose daily household income is less than US$2 per day. The thesis achieves its...