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The Fortune at the Bottom of the Pyramid


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Table of Contents

Preface.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 Conclusion 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 Captial Intensity Sustainable Development Innovations The Cost of Managing Learning to Live in a Network of Relationships 4. The Ecosystem for Wealth Creation. Market-Oriented Ecosystem 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? TGC Building TGC The Andhra Pradesh e-Governance Story eSeva Center for Good Governance Impediments 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 CDSection V: Scaling Innovations. The Voxiva Story Innovations in Energy: E+Co's Investment in Tecnosol On CDSection VI: -Creating Enabling Conditions for the Development of the Private Sector - On CD. Citizen Centricity: E-Governance in Andhra Pradesh On CD Biography Index 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) CEMEX (3:07) 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) Voxiva (3:33) E+Co/Tecnosol (4:34) 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

Promotional Information

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.

About the Author

C.K. Prahalad is Harvey C. Fruehauf Professor of Business Administration and Professor of Corporate Strategy and International Business at the University of Michigan Business School. He is a globally recognized business consultant who has worked with senior management at many of the world's leading companies. Prahalad's groundbreaking article, "The End of Corporate Imperialism," won the 1998 McKinsey Prize as the year's best Harvard Business Review article. C. K. co-authored several important papers and articles, including "The Fortune at the Bottom of the Pyramid," which have helped launch a global movement towards private-sector solutions for global poverty. His research focuses on corporate strategy and the role of top management in diversified multinational corporations. With Gary Hamel, he co-authored the global business bestseller Competing for the Future.


"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

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