大多数以发达经济体为基础的公司选择把重点放在新兴经济体中上层和中等收入阶层。这些国民提供的解释已经众所周知，如文盲、腐败、基础设施不良、种族或宗教冲突、不存在的分销渠道、缺乏强有力和可执行的法律结构。有时，甚至战争或暴力起义可以抑制这些跨国企业的热情服务于那些生活在经济金字塔底层的人们（Anderson & billou，2007）。因此，大多数大公司选择将这些特定的部分留给政府机构或当地公司，并决定集中在上、中段。
It is absolutely strange that the world of business have not captured the huge opportunity to expand the market which is available among the world’s poor. The consumers that constitute the bottom of the economic pyramid, i.e. the population for whom the per capita income are less than $1,500 are roughly estimated to be more than 4 billion. The per capita income of around one sixth of the world’s population is less than $1 a day. The twenty largest emerging economies comprise more than 700 million households, for whom the total annual income is estimated at $1.7 trillion. Based on this, it can be safely commented that the spending power is enormous. The significant examples to demonstrate the above statement are: Brazil’s 25 million households which are the poorest can spend $73 billion whereas 286 million poor households in China have an accumulated annual income of $691 billion. But it is extremely weird that the success of penetration of the multinationals has been inconsistent.
Most companies which are based in the developed economies have chosen to focus on the upper and the middle income segments of the emerging economies. The explanations which are provided by these multi nationals are already well known such as illiteracy, corruption, poor infrastructure, racial or religious conflict, distribution channels which are non-existent, lack of strong and enforceable legal structures. And at times, even war or violent uprisings can suppress the enthusiasm of these multinationals to serve the people who live in the bottom of the economic pyramid (Anderson & Billou, 2007). Thus, most large companies have chosen to leave these particular segments to the government agencies or the local companies and decide to concentrate on the upper and middle segments.