A few years ago, a large multinational corporation developed a new food product designed for low-income people in emerging markets. The product was highly nutritious and low-priced. To win the trust of people in remote rural communities, the company recruited a sales force of local women, who in turn developed recipes using the product and helped teach community members how to prepare those dishes. A yearlong trial confirmed the product’s potential: consumers found it easy to use and less expens…

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