Research Note: Sanitary Protection Issues and Opportunities in Emerging Markets

Do emerging markets present a viable growth opportunity for sanitary protection products manufactured by multinational CPG firms?

Rajeev Kohli, Alonso Martinez  | Fall 2016
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The Jerome Chazen Case Series

Lack of adequate sanitary protection, especially for women in developing markets, is increasingly viewed as an issue of human rights and gender inequality as well as an important factor slowing economic development. As the developed markets for sanitary protection products in North America, Western Europe, and Japan are shrinking in size as birth rates decline and populations age, multinational firms see future growth for these products in emerging markets. This Research Note describes the cultural and economic factors that contribute to the use of sanitary protection products in developing countries, and asks students to consider the global growth opportunities.

Case ID: 170501

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