Book description
The world's most exciting, fastest-growing new market? It's where you least expect it: at the bottom of the pyramid. Collectively, the world's billions of poor people have immense entrepreneurial capabilities and buying power. You can learn how to serve them and help millions of the world's poorest people escape poverty.
It is being done—profitably. Whether you're a business leader or an anti-poverty activist, business guru Prahalad shows why you can't afford to ignore "Bottom of the Pyramid" (BOP) markets.
In the book and accompanying CD videos, Prahalad presents...
Why what you know about BOP markets is wrong
A world of surprises—from spending patterns to distribution
and marketing
Unlocking the "poverty penalty"
The most enduring contributions your company can
make
Delivering dignity, empowerment, and choice—not just
products
Corporations and BOP entrepreneurs
Profiting together from an inclusive new capitalism
"C. K. Prahalad argues that companies must revolutionize how
they dobusiness in developing countries if both sides of that
economic equation areto prosper. Drawing on a wealth of case
studies, his compelling new bookoffers an intriguing blueprint for
how to fight poverty with profitability."
Bill Gates, Chairman and Chief Software Architect,Microsoft
"The Bottom of the Pyramid belongs at the top of the reading
list forbusiness people, academics, and experts pursuing the
elusive goal ofsustainable growth in the developing world. C. K.
Prahalad writes withuncommon insight about consumer needs in poor
societies andopportunities for the private sector to serve
important public purposes whileenhancing its own bottom line. If
you are looking for fresh thinking aboutemerging markets, your
search is ended. This is the book for you."
Madeleine K. Albright, Former U.S. Secretary of State
"Prahalad challenges readers to re-evaluate their pre-conceived
notionsabout the commercial opportunities in serving the relatively
poor nations ofthe world. The Bottom of the Pyramid highlights the
way to commercialsuccess and societal improvement--but only if the
developed worldreconceives the way it delivers products and
services to the developingworld."
Christopher Rodrigues, CEO, Visa International
"An important and insightful work showing persuasively how the
privatesector can be put at the center of development, not just as
a rhetoricalflourish but as a real engine of jobs and services for
the poor."
Mark Malloch Brown, Administrator, United Nations Development
Programme
Table of contents
- Copyright
- Praise for The Fortune at the Bottom of the Pyramid
- Preface
- About the Author C. K. Prahalad
-
I. The Fortune at the Bottom of the Pyramid
- 1. The Market at the Bottom of the Pyramid
-
2. Products and Services for the BOP
- A Philosophy for Developing Products and Services for the BOP
- Twelve Principles of Innovation for BOP Markets
-
Making It Happen
- 1. Price Performance
- 2. Innovation: Hybrids
- 3. Scale of Operations
- 4. Sustainable Development: Eco-Friendly
- 5. Identifying Functionality: Is the BOP Different from Developed Markets?
- 6. Process Innovation
- 7. Deskilling of Work
- 8. Education of Customers
- 9. Designing for Hostile Infrastructure
- 10. Interfaces
- 11. Distribution: Accessing the Customer
- 12. BOP Markets Essentially Allow Us to Challenge the Conventional Wisdom in Delivery of Products and Services
- Conclusion
- Endnotes
- 3. BOP: A Global Opportunity
- 4. The Ecosystem for Wealth Creation
- 5. Reducing Corruption: Transaction Governance Capacity
- 6. Development as Social Transformation
-
II. Innovative Practices at the Bottom of the Pyramid
-
I. The Market at the Bottom of the Pyramid
-
Casas Bahia: Fulfilling a Dream
- Scope and Size of Opportunity
- Typical Customer
- Competitive Landscape
- Casas Bahia Business Model and Positioning
-
Finance
- Brazilian Overview
- Casas Bahia's Role
- Training
- Cash Management
- Products
- Distribution
- Delivery Drivers
- Delivery Process
- Stores and Storefronts
- Marketing
- Technology
- Example of Technology at Casas Bahia
- History with IBM and Linux
- Technology Today
- In the Store
- Uniqueness
- Ongoing IT Projects
- Future
- Human Resources Management
- Futures Challenges
- Sources
-
CEMEX: Innovation in Housing for the Poor
- CEMEX: Mexico
- Patrimonio Hoy
- Mexican Society
- Initial Market Research: Guadalajara, Mexico
- Patrimonio Hoy: Program Design
- Value Analysis
- Operating Model of Patrimonio Hoy
- Strategic Importance of Patrimonio Hoy to CEMEX
- Challenges
- Key Lessons from Patrimonio Hoy to CEMEX
- Leveraging This Learning Through Contrumex
- Endnotes
-
Casas Bahia: Fulfilling a Dream
-
II. Known Problems and Known Solutions: What Is the Missing Link?
-
The Annapurna Salt Story: Public Health and Private Enterprise
- The Public Health Crisis: Iodine and IDD
- Salt Market
- The Business of Salt In India
- HLL Company Profile
- HLL Salt Target Market
- HLL Product Line and Pricing
- HLL Market Strategy
- HLL Manufacturing and Distribution
- Direct Distribution to Reach Rural India
- Implementation Approach
- Market Strategy
- Shakti Sales and Margins
- Competition
- 2002 Results
- 2003 Performance
- Challenges
- Conclusions
- Endnotes
-
Selling Health: Hindustan Lever Limited and the Soap Market
- Diarrheal Disease
- The Need for Behavior Change
- Hindustan Lever Limited
- Business Opportunity Through Health
- Levering Health Messages Through the Global Public-Private Partnership for Handwashing with Soap
- Leveraging Health Messages for Lifebuoy Soap
-
New Communication Channels: Multicontact Programs and Swasthya Chetna
- Health Messages and the Rural Consumer
- Program Design: Low-Cost, Scalable, and Sustainable
- Creating Behavior Change
- Contact 1: School and Village Presentation
- Contact 2: Lifebuoy Village Health Day
- Contact 3: Diarrhea Management Workshop
- Contact 4: Launch of the Lifebuoy Health Club
- HLL and Lifebuoy Swasthya Chetna
- CONCLUSION
- Endnotes
-
The Annapurna Salt Story: Public Health and Private Enterprise
-
III. Known Problems and Unique Solutions
- Jaipur Foot: Challenging Convention
- The Aravind Eye Care System: Delivering the Most Precious Gift
-
IV. Known Problems and Systemwide Reform
-
ICICI Bank: Innovations in Finance
- The Nature of the Market in India
- History of Microfinance
- ICICI Bank and the BOP
- Direct Access, Bank-Led Model
- History of the Bank of Madura: The Rural Development Initiative
- Merger with Bank of Madura
- Scaling SHGs
- Learning to be Financially Smart
- Indirect Channels Partnership Model
- Microfinance Institutions
- Future Initiatives
- Conclusion
- Endnotes
-
The ITC e-Choupal Story: Profitable Rural Transformation
- The Paradox of Indian Agriculture
- The Oilseed Complex[2]
- ITC: IBD and the Soya Business
-
e-Choupal: Vision and Planning
- Re-engineer as Opposed to Reconstruct
- Address the Whole, Not Just a Part
- An IT-Driven Solution
- Clarity of Payback Streams
- Modularity of Investments in Size and Scope
- Risk Assessment and Mitigation
- Managing Bureaucracy
- e-Choupal Operations: Participants and Processes
- The Social Impact of e-Choupals
- Detractors, Risks, and Limitations
- Endnotes
-
ICICI Bank: Innovations in Finance
- V. Scaling Innovations
-
I. The Market at the Bottom of the Pyramid
- Biographies
- About the CD
Product information
- Title: The Fortune at the Bottom of the Pyramid
- Author(s):
- Release date: July 2004
- Publisher(s): Pearson
- ISBN: 9780131467507
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