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1403 Frugal Innovations3.3 Approaches to European Commercialization PracticesGhislaine Pellatn Learning outcomes: This chapter explains how to offer a range of products based on frugalinnovations to European customers. This chapter begins by explainingthat all economic activity must be accompanied by profits in order tosustain the activity over time, wherever the company is based. A section isdevoted to how to present an offer which is attractive to an audiencedifferentiated by its language, culture, and income depending on eachcountry. The third section looks at how to meet buyers in differentcountries, through sales channels but also through interpersonal skills inwhich otherness plays a key role. The approach of this chapter is basedon the fact that a purchase constitutes an experience for the customer.This experience is made up of emotion, technical and scientificinformation, and personal issues. This is why it is important that, in thelong process of meeting clients, every moment of contact has to besuccessful. The illustrations are appropriate to the context of frugalinnovation as well as to the European context. n Keywords:marketing approach, commercial approach, customer experience, salesprocess, innovative context, alterity, EuropeIntroduction This chapter endeavours to delineate a commercial approach towardsadvocating frugal innovation solutions among European citizens. Taking intoaccount the notions of marketing, finance, and sales, we want to make readersaware of the successful commercialization of frugal products and serviceswithin the European market context. We start with an understanding ofprofitability, examining fixed and variable costs, total revenue, the break-evenpoint, and the concept of profit and loss zones. The fundamental objective isto highlight the essence of crossing the break-even point to enter the profitzone, achieved by either elevating sales, curtailing costs, or both. Further, thischapter delves into the intricacies of the risk and decision-making processes