Bottom Of Pyramid Market Business Essay

This newspaper traces the development of principles related to underneath of the Pyramid which are referred to as a poverty alleviation perspective. The BOP thesis state governments that multinational companies (MNCs) can reach profitability and help to eradicate poverty, at the same time, by building and implementing ecological alternatives for the BOP consumers.

At once, numerous academics and business professionals have suggested that somewhat than concentrating on the poor as consumers, MNCs have to see the poor as providers, and began by increasing their income to reduce poverty. The quantity of people who occupying the lowest tier in the world's monetary pyramid has been approximated to be between 3 and 4. 5 billion.

However, multinational companies are currently not really acquainted with the BOP market and the propensity is that MNCs disregard the BOP market and prefers to focus on marketplaces already developed. Thus giving a sign of the presence of a weakness that could disrupt enhancements in the BOP market.

Hence, the primary objective of this paper is to identify the particular challenges that companies found in the BOP market and in what forms advancement thrives in BOP markets. The literature review of this paper is principally predicated on journal articles publicized in peer-reviewed journals related to inventions at the BOP and on circumstance studies of companies that have implemented BOP assignments.

Keywords: Lower part Of Pyramid Market - Improvements at Lower part Of Pyramid - Sustainable Product Design


'I declare that I've personally prepared this short article which it hasn't entirely or partly been submitted for any other level or qualification. Nor has it made an appearance in whole or in part in virtually any textbook, journal or any other document previously released or produced for any purpose. The work described here is my own, completed personally unless normally stated. All sources of information, including quotations are acknowledged by means of reference. '

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Sbastien Escalier

Nottingham Trent University, UK

Introduction (700 words)

General Area

This paper explores the theological origins of the BOP market theory and the current developments in multinational company to project into these marketplaces. Influenced by some ideas drawn from the work of Prahalad on Bottom of Pyramid, the writer has tried to put in perspective the issue of invention in developing countries.

Since the mists of their time many people have reflected and done the problem of poverty, Mandela (2005, p. 3) argues that 'like slavery and apartheid, poverty is not natural. It is manmade and it can be overcome and eradicated by the activities of human beings. ' Even earlier it's been argued (Ghandi 1940) that poverty was the worst form of violence. But the sentence 'Bottom level of the Pyramid' (BoP) was first unveiled by Roosevelt, on the 7th of Apr 1932 in his radio address: The ignored Man. Later, in the late 1990s Prahalad and Hart from the College or university of Michigan have advised that multinational corporation companies (MNCs) can help to decrease the poverty. They defend the idea that if multinational companies create ideal and affordable product for the low-income people, they can both help reduce poverty and generate new benefits. Then, they may have introduced the idea of "Bottom of the Pyramid" (BOP), which identifies the 4 billion people living on money of 3 All of us $ or less each day in purchasing ability parity (PPP) (Prahalad, 2004). However, although this idea has generated a strong interest in the organization world and in whole lot of academia, the reality of this idea remains controversial (Karnani, 2007). During the last twenty years, the economic issue on solutions to the problem of poverty in developing countries has kept an extremely important role for the private initiatives (like NGOs, microfinance or social entrepreneurship for example). But poverty keeps at an undesirable level throughout the world with over 1. 4 billion people living below the poverty type of 1. 25 dollars per day in purchasing vitality parity (PPP) (Chen & Ravaillon, 2008) and it is accessible a big compare with the approximately 500 million people who live at the top of the Economic Pyramid with an average purchasing power greater than US$ 10, 000 per yr (see Rocchi 2006).

Specific Area

Nowadays, the framework in which the MNCs operate experiences very important changes and the idea of the BoP as virgin market, easy to conquer by the business, has disappeared. Issues related to environmental sustainability or communal responsibility of companies is more and more ubiquitous (Diamond 2005). Whether through consumer pressure or through federal government regulation, companies can no longer ignore these movements.

In this context of questioning of the traditional business models, ideas of Prahalad and Hart throughout the wealth at the base of the pyramid have interested many multinational companies, and we've seen a proliferation of initiatives of the ones to try and penetrate the forex market reserve. These initiatives have as the primary objective to obtain knowledge of the marketplace and generate long-term benefits, however they are also part of the issue of commercial social responsibility (CSR), because they combine public aspects to growing countries.

Thus, generally the BoP initiatives use a social spouse. However, we can divide the social businesses and the jobs managed as common projects of the business.

On one part, in Bangladesh, the Grameen Danone Food and Small (GFDL) project aims to lessen poverty by giving access to healthy food choices, an innovative business design that relies on the creation of "health yogurt " micro-factories. The company Veolia also have created a project which comprises in the advertising of clean water in Bangladesh, where in fact the water is effortlessly enriched in arsenic. Both tasks are centered on the trustworthiness of the business involved, and are immediately related to consumers (B2C). They are really defined as cultural businesses and they have obtained the support of Yunus, Nobel Prize for Peace in 2006 and known for having founded the first microcredit organization: the Grameen Standard bank.

On the other hand, some companies have developed new business models with local contractors. These assignments are marginally more discreet, because companies are dealt with to an intermediary and have him to go out of his usual opportunity of action (B2B). In India, in 2004, the optical organization Essilor has established partnerships with local hospitals by financing other ophthalmic test series in landlocked areas, the company also offer eyeglasses for under 5 euros in this area. In 2009 2009, Schneider Electric, the earth specialist in energy, is rolling out the BipBop Program (Business, Development & People at the Base of the Pyramid). This program aims to provide usage of inexperienced energy to billions of people who use kerosene lighting fixtures, in growing more local and much more individualized solutions.

Research question

However, as they still know little about the BOP market, large companies are few to activate in this kind of large-scale projects and must constantly learn to succeed in developing appropriate alternatives. This subject matter of innovation in the bottom of the pyramid would be the focus of this journal article.

The starting point is the paradox which is often noticed at the BOP between your real creation of suitable products and the return to more basic products. Thus, on the main one hands, Schneider Electric has been successful in developing a new LED lamp: In-Diya, for the indegent who've little usage of electricity in India, an innovative lighting solution which is reliable and affordable. But on the other hand, the Grameen Danone creation unit in Bangladesh is dependant on strategies that are no more used since quite a while in developed countries, therefore a solution that had not been designed specifically for the BOP market. The company Essilor doing the same thing since it also reserves its most elementary eyewear models for the assignments in India.

The the truth is more technical than this first observation. Nonetheless it highlights the issue of the place and the proper execution of advancement in the BOP strategies, theme which will be examined here.

To check out this question, the writer starts with some backdrop by describing the main element concepts of the bottom of the pyramid market and its own main characteristics. The specific troubles that companies face which approach this market will lead the writer to consider what forms of invention are developed in this market. Having consider this, and to illustrate that innovation is possible in these parts of the world, the author will pull on case studies of multinational companies, such as Danone or Schneider Electric which have implemented BOP tasks. To put in perspective the problem of development in producing countries, the link between creativity in developed and expanding countries will be tackled.

Having shown this interplay between technology in expanding countries and developed countries the writer will make clear in a conclusion the issue of advancement in the global economy of the world.

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