Risk and Returns in Last Mile Marketing Strategies

What strategies can companies use to reach customers in the last mile? Professor Sundar Bharadwaj highlights one of his studies that examines the impact of marketing skill development on outcomes. Professor Bharadwaj examines how companies can leverage local relationships and village-level entrepreneurs to alleviate risks and access rural markets.

Professor Sundar Bharadwaj. The Coca Cola Company Chair Professor, Terry School of Business, University of Georgia.

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