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Fortune at the Bottom of the Pyramid, The: Eradicating Poverty Through Profits

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Fortune at the Bottom of the Pyramid, The: Eradicating Poverty Through Profits


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The world's most exciting, fastest-growing new market is where you least expect it: at the bottom of the pyramid.

  • "The real source of market promise is not the wealthy few in the developing world, or even the emerging middle-income consumers. It is the billions of aspiring poor who are joining the market economy for the first time." - CK Prahalad
  • Endorsed by world leaders and the UN Commission on Private Development and the Poor


  • Copyright 2005
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-146750-6
  • ISBN-13: 978-0-13-146750-7

The world's most exciting, fastest-growing new market? It's where you least expect it: at the bottom of the pyramid. Collectively, the world's billions of poor people have immense entrepreneurial capabilities and buying power. You can learn how to serve them and help millions of the world's poorest people escape poverty.

It is being done—profitably. Whether you're a business leader or an anti-poverty activist, business guru Prahalad shows why you can't afford to ignore "Bottom of the Pyramid" (BOP) markets.

In the book and accompanying CD videos, Prahalad presents...

Why what you know about BOP markets is wrong
A world of surprises—from spending patterns to distribution and marketing

Unlocking the "poverty penalty"

The most enduring contributions your company can make
Delivering dignity, empowerment, and choice—not just products

Corporations and BOP entrepreneurs
Profiting together from an inclusive new capitalism

"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

Sample Content

Online Sample Chapter

The Market at the Bottom of the Pyramid

Downloadable Sample Chapter

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Sample Pages

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Table of Contents


About the Author.


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

    Captial Intensity

    Sustainable Development


    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?


    Building TGC

    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


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




    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


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