259
NOTES
Introduction
5 “The intellectual underpinnings . . .”: C. K. Prahalad and Venkat Ra-
maswamy, The Future of Competition: Co-creating Unique Value with Cus-
tomers,
Harvard Business School Publishing, Boston, 2004.
5 “This was the substance of the book . . .”: C. K. Prahalad, The Fortune at
the Bottom of the Pyramid: Eradicating Poverty through Profits, Wharton
School Publishing, Upper Saddle River, N.J., 2006. See also Allen L.
Hammond, William J. Kramer, Robert S. Katz, Julia T. Tran, and
Courtland Walker, The Next 4 Billion: Market Size and Business Strategy
at the Base of the Pyramid, World Resources Institute (WRI), Washing-
ton, D.C., and International ...