The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits
- 出版商: Wharton School
- 出版日期: 2004-08-05
- 售價: $1,102
- 貴賓價: 9.5 折 $1,044
- 語言: 英文
- 頁數: 401
- 裝訂: Hardcover
- ISBN: 0131467506
- ISBN-13: 9780131467507
The world's most exciting, fastest-growing new market is where you least expect it: at the bottom of the pyramid. The last couple of decades have seen great increases in sales, now multinational corporations are seeing markets with sluggish or no growth. One market that's been overlooked is also the fastest growing market in the world, and it's where you least expect it: at the bottom of the pyramid. Collectively, the world's 5 billion poor have vast untapped buying power. They represent enormous potential for companies who learn how to serve this market by providing the poor with what they need. This creates a win-win situation: not only do corporations tap into a vibrant market, but by treating the poor as consumers they are no longer treated with indignity; they become empowered customers. Corporations who service this market form an economic infrastructure, which creates real jobs for the poor, and finally an end to the vicious cycle of poverty. This book is a 3-part manifesto: passionate argument; detailed case studies from India, Peru, Mexico, Brazil, and Venezuela, and range from salt to soap, banking to cellphones, health to housing; and lastly, a CD with digital videos shot on location, designed to bring these innovations alive. CK Prahalad shows why we can't afford to ignore "Bottom of the Pyramid"(BOP) markets.
Table of Contents:
About the Author.
I. THE FORTUNE AT THE BOTTOM OF THE PYRAMID.
1. The Market at the Bottom of the Pyramid.
The Power of Dominant Logic
The Nature of the BOP Market
There Is Money at the BOP
Access to BOP Markets
The BOP Markets Are Brand Conscious
The BOP Market Is Connected
BOP Consumers Accept Advanced Technology Readily
The Market Development Imperative
Create the Capacity to Consume
The Need for New Goods and Services
Dignity and Choice
Trust Is a Prerequisite
Benefits to the Private Sector
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
3. BOP: A Global Opportunity?
Engaging the BOP
Local Growth Opportunities
Learning to Grow
Local Innovations and Global Opportunity
BOP Solutions for Developed Markets
Lessons for MNCs from BOP Markets
The Cost of Managing
Learning to Live in a Network of Relationships
4. The Ecosystem for Wealth Creation.
Ecosystems for a Developing Country
Learning the Sanctity of Contracts
Reducing Inequities in Contracts
Building Governance Capabilities Among the Poor
5. Reducing Corruption: Transaction Governance Capacity.
Are the Poor Poor?
The Andhra Pradesh e-Governance Story
Center for Good Governance
Lessons from the Andhra Pradesh Experiment
Appendix: List of eSeva Services
6. Development as Social Transformation.
Development as Social Transformation
Breaking Down Barriers to Communication
BOP Consumers Upgrade
Gaining Access to Knowledge
Identity for the Individual
Women Are Critcal for Development
Evolving Checks and Balances
The Real Test: From the Pyramid to the Diamond
II. INNOVATIVE PRACTICES AT THE BOTTOM OF THE PYRAMID.
Section I: The Market at the Bottom of the Pyramid.
Casas Bahia: Fulfilling a Dream
CEMEX: Innovation in Housing for the Poor
Section II: Known Problems and Known Solutions: What Is the Missing Link?
The Annapurna Salt Story: Public Health and Private Enterprise
Selling Health: Hindustan Lever Limited and the Soap Market
Section III: Known Problems and Unique Solutions.
Jaipur Foot: Challenging Convention
The Aravind Eye Care System: Delivering the Most Precious Gift
Section IV: Known Problems and Systemwide Reform.
ICICI Bank: Innovations in Finance
The ITC e-Choupal Story: Profitable Rural Transformation
The EID Parry Story On CD
Section V: Scaling Innovations.
The Voxiva Story
Innovations in Energy: E+Co's Investment in Tecnosol On CD
Section VI: -Creating Enabling Conditions for the Development of the Private Sector - On CD.
Citizen Centricity: E-Governance in Andhra Pradesh On CD
III. CD: 35 MINUTES OF VIDEO SUCCESS STORIES FILMED ON LOCATION IN THE BOTTOM OF THE PYRAMID IN INDIA, PERU, MEXICO, BRAZIL, AND VENEZUELA.
Casas Bahia (3:54)
Annapurna Salt (4:05)
Hindustan Lever Limited (4:16)
Jaipur Foot (4:40)
Aravind Eye Care (6:08)
ICICI Bank (4:23)
ITC e-Choupal (4:08)
EID Parry (4:12)
Andhra Pradesh (3:30)
Interactive practices text in PDF format
The EID Parry Story
Innovations in Energy: E+Co's Investment in Tecnosol
Citizen Centricity: E-Governance in Andhra Pradesh