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Drawing on Prahalad's breakthrough insights in The Fortune at the Bottom of the Pyramid, great companies worldwide have sought to identify, build, and profit from new markets amongst the world's several billion poorest people, while at the same time helping to alleviate poverty. Five years after its first publication, this book's ideas are no longer "theory": they are proven, profitable reality. In the 5th Anniversary Edition, Prahalad thoroughly updates his book to reveal all that's been learned about competing and profiting "at the bottom of the pyramid." Prahalad outlines the latest strategies and tactics that companies are utilizing to succeed in the developing world. He interviews several innovative CEOs to discuss what they've learned from their own initiatives, including the Unilever business leader who's built a billion-dollar business in India. You'll find a new case study on Jaipur Rugs' innovative new global supply chain; updates to earlier editions' key cases; and up-to-the-minute information on the evolution of key industries such as wireless, agribusiness, healthcare, consumer goods, and finance. Prahalad also offers an up-to-date assessment of the key questions his ideas raised: Is there truly a market? Is there scale? Is there profit? Is there innovation? Is this a global opportunity? Five years ago, executives could be hopeful that the answers to these questions would be positive. Now, as Prahalad demonstrates, they can be certain of it.
Guide to Readers xx
Part I Private Sector and Poverty: Progress During 2004-2009 1
New Introduction: Private Sector and Poverty: Progress During 2004-2009 3
Part II The Original Text of the Book 25
Chapter 1 The Market at the Bottom of the Pyramid 27
Chapter 2 Products and Services for the BOP 47
Chapter 3 BOP: A Global Opportunity 73
Chapter 4 The Ecosystem for Wealth Creation 89
Chapter 5 Reducing Corruption: Transaction Governance Capacity 103
Chapter 6 Development as Social Transformation 125
Part III CEO Reactions to the Concept and the Book 141
Bharti Airtel--Empowering the Villages of India 145
Reuters Market Light and The Fortune at the Bottom of the Pyramid 147
Royal DSM 151
Philips Electronics--Improving Health and Well-Being at the Base of the Pyramid 161
University of Maastricht 165
Acumen Fund 169
Part IV Case Studies and CEO Comments 171
Jaipur Rugs: Connecting Rural India to Global Markets 175
Casas Bahia: Retail for the Poor 207
CEMEX: Homes for the Poor 219
Hindustan Unilever: Lifebuoy Soap 249
Hindustan Unilever: Iodized Salt (Annapurna Salt) 261
Jaipur Foot: Prosthetics for the Poor 275
Aravind Eye Care: The Most Precious Gift 283
ICICI: Financial Services for the Poor 299
ITC e-Choupal: Technology for the Poor 321
Voxiva: Health Alerts for All 345
E+Co: Energy for Everyone 357
Biographies of the Researchers and Writers of the Success Case Studies from The Fortune at the Bottom of the Pyramid 373
Part V Video Clips (links)
Hindustan Lever Limited
Aravind Eye Care