The Big Picture

C.K. Prahalad, University of Michigan

My thesis is simple. Over 80 percent of the people in the world are ignored as a market by the organized sector (including multinational corporations and large domestic companies). This was and is the “underserved and the unserved market.” This population does not typically have access to world-class products or services or to regional and global markets for their effort and production. Awareness, access, affordability and availability continue to be the problems. Yes, I look at both consumption and production. The ITC and EID Parry examples are about production. So is the microfinance example. Creation of transparent markets and a market-based ecosystem is also an integral part of the argument. ...

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