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| bottom of pyramid marketing: Bottom of the Pyramid Marketing Ramendra Singh, 2018-12-03 BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars. |
| bottom of pyramid marketing: The Fortune at the Bottom of the Pyramid C. K. Prahalad, 2006 The world's most exciting, fastest-growing new market is where you least expect it: at the bottom of the pyramid. Collectively, the world's billions of poor people have immense untapped buying power. They represent an enormous opportunity for companies who learn how to serve them. Not only can it be done, it is being done--very profitably. What's more, companies aren't just making money: by serving these markets, they're helping millions of the world's poorest people escape poverty. C.K. Prahalad's global bestseller The Fortune at the Bottom of the Pyramid, now available in paperback, shows why you can't afford to ignore Bottom of the Pyramid (BOP) markets. Now available in paperback, it offers a blueprint for driving the radical innovation you'll need to profit in emerging markets--and using those innovations to become more competitive everywhere. This new paperback edition includes eleven concise, fast-paced success stories from India, Peru, Mexico, Brazil, and Venezuela--ranging from salt to soap, banking to cellphones, healthcare to housing. These stories are backed by more detailed case studies and 10 hours of digital videos on whartonsp.com. Simply put, this book is about making a revolution: building profitable bottom of the pyramid markets, reducing poverty, and creating an inclusive capitalism that works for everyone. Preface xi About the Author xix Part I: The Fortune at the Bottom of the Pyramid 1 Chapter 1: The Market at the Bottom of the Pyramid 3 Chapter 2: Products and Services for the BOP 23 Chapter 3: BOP: A Global Opportunity? 47 Chapter 4: The Ecosystem for Wealth Creation 63 Chapter 5: Reducing Corruption: Transaction Governance Capacity 77 Chapter 6: Development as Social Transformation 99 Part II: Business Success Stories from the Bottom of the Pyramid 113 Financing the Poor 115 Aravind Eye Care-The Most Precious Gift 131 Energy for Everyone 137 Agricultural Advances for the Poor-The EID Parry Story 149 Retail for the Poor 159 Information Technology to the Poor 169 The Jaipur Foot Story 187 Health Alerts for All 191 Transparent Government 201 The Annapurna Salt Story 213 Homes for the Poor-The CEMEX Story 221 From Hand to Mouth-The HHL Soap Story 235 Part III: On the Web at Whartonsp.com Video Success Stories Casas Bahia CEMEX Annapurna Salt Hindustan Lever Jaipur Foot Aravind Eye Care ICICI Bank ITC e-Choupal EID Parry Voxiva E+Co/Tecnosol Andhra Pradesh Full Success Case Stories in pdf format The Market at the Bottom of the Pyramid Known Problems and Known Solutions: What Is the Missing Link? Known Problems and Unique Solutions Known Problems and Systemwide Reform Scaling Innovations Creating Enabling Conditions for the Development of the Private Sector The EID Parry Story Biographies of the Researchers/Writers of the Success Case Stories from The Fortune at the Bottom of the Pyramid 247 About the Video Success Stories 255 Index 257 |
| bottom of pyramid marketing: Bottom of the Pyramid Marketing Ramendra Singh, 2018-12-03 BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars. |
| bottom of pyramid marketing: The Base of the Pyramid Promise Ted London, 2016-01-06 As economic growth slows in the developed world, the base of the pyramid (BoP) represents perhaps the last great, untapped market. Of the world's 7 billion inhabitants, around 4 billion live in low-income markets in the developing world. These 4 billion people deserve—and, increasingly, are demanding—better lives. At the same time, the business community seeks new opportunities for growth, and the development community is striving to increase its impact. With these forces converging, the potential for mutual value creation is tremendous. This book provides a roadmap for realizing that potential. Drawing on over 25 years of experience across some eighty countries, Ted London offers concrete guidelines for how to build better enterprises while simultaneously alleviating poverty. He outlines three key components that must be integrated to achieve results: the lived experiences of enterprises to date—both successes and failures; the development of an ecosystem that is conducive to market creation; and the voices of the poor, so that entrants can truly understand what poverty alleviation is about. London provides aspiring market leaders and their stakeholders with the tools and techniques needed to succeed in the unique, opportunity-rich BoP. |
| bottom of pyramid marketing: Base of the Pyramid Markets in Asia Marlen Gabriele Arnold, Stefan Gold, Judy N. Muthuri, Ximena Rueda, 2020-02-13 The Innovation and Sustainability in Base of the Pyramid Markets series comprises four volumes, covering theoretical perspectives, themes, and various aspects of interest across four key geographical regions where Base of the Pyramid (BOP) markets are located – Latin America, Asia, Africa, and affluent countries. This book focuses on the BOP markets in Asia, and in particular the challenge of how to address the needs of deprived population groups in a sustainable manner. Base of the Pyramid Markets in Asia deals with, amongst other topics, the innovation and innovativeness that is necessary to better the life of resource-poor population groups. The book covers various themes and aspects of BOP markets in Asia and their embeddedness in socio-cultural settings, and adopts a variety of theoretical angles for analysing the phenomena. Thus, this book aims at furthering our understanding of BOP markets in Asia and at deriving valuable recommendations for managers and policy makers. BOP markets face unique challenges and private sector actors alone cannot ensure sustainable value creation activities. Multidimensional elements and factors are needed to alleviate poverty and create economic development aligned with principles of sustainable development. Therefore, the book comprises critical and empirical studies as well as conceptual papers on the challenges linked to BOP markets in Asian countries. This book is recommended reading for managers and policy makers, as well as students and academics interested in Base of the Pyramid markets. |
| bottom of pyramid marketing: The Bottom of the Pyramid. A case study on marketing products and services Junaid Javaid, 2015-08-18 Research Paper (postgraduate) from the year 2015 in the subject Business economics - Business Management, Corporate Governance, grade: B-, University of Bedfordshire, language: English, abstract: This theory into project report is written on the topic of Marketing Products or Services to the Bottom of Pyramid (BOP) Consumers. Main aim of this report is to explore that to how much extent different MNCs have managed to target BOP consumers with their pursued marketing strategies. It has been intended that the concept of BOP has been defined numerous times by different authors. It has been observed that this untapped market has managed to grab the attention of various MNCs across the globe due to its vast opportunities. But the low purchasing power of consumers within this segment has provoked these MNCs to stay away from it. It has been predicted that the sheer size of this market would likely to lead towards profit and product innovation in coming years. Product element of marketing mix framework is all about the development of right product for the target market. Price is a financial element and it used to consider several factors (channel pricing, incentives and discounts) of underlying company. Promotion element is concentrating more on the underlying company’s capability in relation to communicate with its exising and potential consumers. Placement is entirely concerned about all decisions incorporated in getting right product for the target marketplace. Marketing challenge know as acceptability is about an extend to invovled individuals in the compan’s value chain process are willing to distribute, sell or cosume given product or service. Affordability challenge determines a degree to which company’s products or services are affordable to the BOP consumers whereas, awareness is intended on the extent to which consumers are informed about the company’s particular products or services. Last challenge (availability) measures an extend to which BOP consumers would able to buy and use a specified marketing offering. |
| bottom of pyramid marketing: Next Generation Business Strategies for the Base of the Pyramid Ted London, Stuart L. Hart, 2011 This book shares proven, “on-the-ground” insights for building “Base of the Pyramid” businesses that really are sustainable and green, will help alleviate social ills, and can scale to significant size and profitability. Its “second-generation” techniques reflect crucial lessons learned by “BoP” pioneers: lessons that dramatically increase the likelihood of success. |
| bottom of pyramid marketing: Business Strategies for the Bottom of the Pyramid (Collection) Ted London, Stuart L. Hart, Eric Kacou, 2011-08-18 3 extraordinary books show how to build “bottom of the pyramid” businesses that are sustainable, scalable, and profitable! Three remarkable books help you overcome the pitfalls of “bottom of the pyramid” business, learn from the pioneers’ successes and failures, and build “BoP” businesses that are sustainable, scalable, and consistently profitable! In Entrepreneurial Solutions for Prosperity in BoP Markets: Strategies for Business and Economic Transformation, Eric Kacou shows how to escape the “survival trap” that keeps many BoP businesses small, inefficient, and unprofitable. Drawing on his unique on-the-ground experience in Africa’s most challenging business environments, Kacou identifies new business models, operational techniques, and leadership approaches that can help BoP businesses grow rapidly and successfully. In Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value, Ted London and Stuart L. Hart share proven, “on-the-ground” insights for building “Base of the Pyramid” businesses that really are sustainable and green, really will help alleviate social ills, and really can scale. Finally, in Capitalism at the Crossroads: Next Generation Business Strategies for a Post-Crisis World, Third Edition, Hart offers an up-to-the-minute primer on sustainable business for today’s executives, practical insights into what’s working and what isn’t, and expert insights for crafting and executing your company’s optimal sustainability strategy. From world-renowned leaders in successful bottom-of-the-pyramid business innovation, including Ted London, Stuart L. Hart, and Eric Kacou. |
| bottom of pyramid marketing: Marketing Challenges in a Turbulent Business Environment Mark D. Groza, Charles B. Ragland, 2015-12-22 Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers’ ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure better service quality, and most of all, create value for stakeholders even in such a turbulent business environment. Showcasing cross-cultural research from academics, scholars and practitioners from around the world, this volume provides insight and strategies for various marketing issues in today’s emerging markets. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bottom of pyramid marketing: The Next 4 Billion Allen L. Hammond, World Resources Institute, 2007 Considers the four billion low-income consumers which constitute the majority of the world's population, and how to better meet their needs, increase their productivity and empower their entry into the formal economy. |
| bottom of pyramid marketing: Sustainability Challenges and Solutions at the Base of the Pyramid Prabhu Kandachar, Minna Halme, 2017-09-08 Around the turn of the millennium it had become painfully evident that development aid, charity or global business-as-usual were not going to be the mechanisms to alleviate global poverty. Today, there is little dispute that poverty remains the most pressing global problem calling for innovative solutions. One recent strategy is the Base of the Pyramid (BoP) concept developed by Prahalad and Hart, which relies on entrepreneurial activity tapping into the previously ignored markets of the economically most disadvantaged. It is a process requiring innovations in several disciplines: technological, social and business.This book covers a number of areas. First, much of the current BoP discussion emphasises targeting products to the needs of the poor. But do we actually know what the real needs of the poor are? This book takes a bottom-up human-centred approach and examines examples that truly engage the poor in BoP product and service development. What types of needs assessment methodologies are indicated considering the cultural differences in BoP countries? Are the existing methodologies adequate? Do they need to be redefined and redeveloped? Second, the book considers how we can balance poverty alleviation and stimulate economic growth without stressing the ecosystem. Tragically, the poor are hardest hit by the adverse effects of environmental deterioration such as water shortages, climate change or the destruction of habitats. While the economic welfare of the poor is critical, the BoP approach must balance its inherent paradox of encouraging greater consumption while avoiding further pressures on environmental sustainability. The link between the BoP approach and sustainable development is a key feature of this book. Third, it looks at innovation and asks what kinds ofbottom-up innovation (open source, technological, social and business) support BoP initiatives (and sustainable development)?Fourth, the book deals with the relationship between development assistance and BoP. Is a BoP strategy the antithesis to development aid or can these two co-exist or even complement each other?Finally, the book raises questions about the relationship between corporate responsibility and BoP. Is BoP a new form of corporate neo-colonialism or a new form of corporate responsibility? Although the BoP concept has unleashed an extensive and generally enthusiastic response from academics, businesses, NGOs and governments, the knowledge domain around this concept is still in the early stages of development. This book addresses that need with a focus on the needs of the end-users – the poor – as a starting point for BoP products and innovations. With contributions from both supporters and critics, it provides a treasure trove of global knowledge on how the concept has developed, what its successes and failures have been and what promise it holds as a long-term strategy for alleviating poverty and tackling global sustainability. |
| bottom of pyramid marketing: Entrepreneurship at the Bottom of the Pyramid Carol Dalglish, Marcello Tonelli, 2016-08-12 2017 Nautilus Book Awards: Silver Award Winner 2018 Great Northwest Book Festival: Winner 2018 Hollywood Book Festival: Winner Entrepreneurship at the Bottom of the Pyramid seeks to demonstrate to students the range of entrepreneurial activities that can be implemented in developing countries to alleviate poverty. The book blends theory, visual examples and practical learning activities to help students apply their knowledge and encourage thinking ‘outside the box’. It begins by introducing the reader to two fundamental concepts - poverty and the bottom of the pyramid - so they have a solid grasp of the context in which the entrepreneurial activities are implemented. Next, the authors discuss the entrepreneurial process, highlighting the most relevant elements: risk, survival and growth, entrepreneurial actors, the informal sector and micro-credit. Finally, the book describes models to encourage entrepreneurial activities in developing countries. Weaving a primary case study throughout so the reader can apply new knowledge incrementally while moving through the chapters, Dalglish and Tonelli also include several shorter case studies, presenting different problems and implemented solutions in several geographical areas. Students with an interest in entrepreneurship, poverty alleviation and development studies will find this an important read. |
| bottom of pyramid marketing: The Business of Good Jason Haber, 2016-05-16 The Business of Good From Main Street to Wall Street, today's social entrepreneurs are rebooting capitalism, challenging the charity industrial complex, and disrupting business models. Haber envelops the reader in the foundation of social entrepreneurship, from Benjamin Franklin to what he calls The Great Convergence, the turn-of-the-millennium zeitgeist shift which provided the fuel for social entrepreneurship’s surge to the forefront of business. Haber shares the stories of inspiring young people that are disrupting established norms and changing the world. This is a must read book for Millennials, business executives, nonprofits, doers, and dreamers: The Business of Good brings a much-needed fresh and innovative look at social entrepreneurship. |
| bottom of pyramid marketing: The Pyramid Principle Barbara Minto, 2021 This book reveals that the mind automatically sorts information into distinctive pyramidal groupings. However, if any group of ideas are arranged into a pyramid structure in the first place, not only will it save valuable time and effort to write, it will take even less effort to read and comprehend it |
| bottom of pyramid marketing: Marketing Transformation: Marketing Practice in an Ever Changing World Patricia Rossi, Nina Krey, 2017-11-16 This proceedings volume examines transformation in marketing to better understand current and future standing of the marketing field. From whether there is a need for transformation in our field; what methodological transformations are necessary; historical looks at how the field has transformed and continues to transform; how learning institutes are transforming and how marketing theory, practice, consumption practices and people are transforming as the world continues to change. It is by understanding these changes and transformations that marketers have a better knowledge of the discipline. Featuring the full proceedings from the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Christchurch, New Zealand, this book contains research from scholars and practitioners from around the globe analyzing the need and drivers of transformation in marketing. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bottom of pyramid marketing: Social Marketing and Social Change R. Craig Lefebvre, 2013-01-18 How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help.”—Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids “I’m unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action.”—Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park “This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals.”—Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University |
| bottom of pyramid marketing: The Lean Product Playbook Dan Olsen, 2015-05-21 The missing manual on how to apply Lean Startup to build products that customers love The Lean Product Playbook is a practical guide to building products that customers love. Whether you work at a startup or a large, established company, we all know that building great products is hard. Most new products fail. This book helps improve your chances of building successful products through clear, step-by-step guidance and advice. The Lean Startup movement has contributed new and valuable ideas about product development and has generated lots of excitement. However, many companies have yet to successfully adopt Lean thinking. Despite their enthusiasm and familiarity with the high-level concepts, many teams run into challenges trying to adopt Lean because they feel like they lack specific guidance on what exactly they should be doing. If you are interested in Lean Startup principles and want to apply them to develop winning products, this book is for you. This book describes the Lean Product Process: a repeatable, easy-to-follow methodology for iterating your way to product-market fit. It walks you through how to: Determine your target customers Identify underserved customer needs Create a winning product strategy Decide on your Minimum Viable Product (MVP) Design your MVP prototype Test your MVP with customers Iterate rapidly to achieve product-market fit This book was written by entrepreneur and Lean product expert Dan Olsen whose experience spans product management, UX design, coding, analytics, and marketing across a variety of products. As a hands-on consultant, he refined and applied the advice in this book as he helped many companies improve their product process and build great products. His clients include Facebook, Box, Hightail, Epocrates, and Medallia. Entrepreneurs, executives, product managers, designers, developers, marketers, analysts and anyone who is passionate about building great products will find The Lean Product Playbook an indispensable, hands-on resource. |
| bottom of pyramid marketing: Base of the Pyramid Markets in Affluent Countries Stefan Gold, Marlen Gabriele Arnold, Judy N. Muthuri, Ximena Rueda, 2021 The Frugal Innovation and Bottom of the Pyramid Markets series comprises four volumes, covering theoretical perspectives, themes and various aspects of interest across four key geographical regions where BOP markets are located - South America, Asia, Africa and more engineered countries. BOP always addresses the poorest people or socioeconomic order or groups within a country, society, region or continent, thus, this series contributes a profound understanding of BOP markets across the most important geographical areas around the world and presents valuable insights on how the private sector can work together with other stakeholders to develop and operationalize economically viable business models in BOP markets, all the while contributing to sustainable development. Private actors such as multinationals, SMEs and entrepreneurs have a critical role to play in achieving the Sustainable Development Goals agenda as laid down by United Nations in September 2015. Yet, BOP markets face unique challenges and the private sector alone cannot orchestrate sustainable value creation activities. Each volume presents several theoretical strands that highlight the diverse approaches and solutions to developing BOP markets further. Frugal, reverse and inclusive innovations can foster (sustainable) development and provide new business models and value streams that other countries can also benefit from. A variety of stylistic elements, such as research work, interviews and roundtable discussions, offer a wide and vivid impression of ongoing challenges and fruitful solutions. |
| bottom of pyramid marketing: Entrepreneurial Solutions for Prosperity in BoP Markets Eric Kacou, 2010-11-05 There has been immense worldwide excitement about the potential of Bottom of the Pyramid (BoP) businesses to help impoverished societies escape poverty. Unfortunately, many BoP firms are locked in a survival trap that keeps them small, inefficient, and unprofitable. Now, Eric Kacou identifies breakthrough business models, operational techniques, and leadership approaches that can help BoP businesses grow rapidly, successfully, and profitably. Drawing from his immense on-the-ground experience in Africa’s most challenging business environments, Kacou shows how companies can overcome the Survival Trap mindset that breeds dependence, mistrust, and failure. Next, he takes readers inside the Rwandan metamorphosis: the economic miracle that CNN’s Fareed Zakaria calls Africa’s biggest success story. Kacou shows how to address the needs of all core stakeholders. He concludes with integrated recommendations for local entrepreneurs, global businesses, governments, and international organizations: guidance that can truly launch a virtuous cycle of prosperity creation. For all entrepreneurs, policymakers, NGO professionals, and leaders who want to make BoP businesses work. |
| bottom of pyramid marketing: The 4 A's of Marketing Jagdish N. Sheth, Rajendra Sisodia, 2012 The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. (For example, none of us knew we needed an iPad until Apple created it.) That means not only ensuring that customers are aware of the product, but also ensuring that the product is affordable, accessible and acceptable to them. |
| bottom of pyramid marketing: Marketing to the Bottom of the Pyramid Ramendra Singh, 2013-10-15 Subsistence marketplaces or 'Bottom of the Pyramid' (BOP) markets consist of consumers who live at subsistence levels, especially in developing countries including Brazil, India, and Sub-Saharan Africa. Such markets are believed to be ecologically, economically, and socially sustainable in the long term. Since India has a large-sized bottom of the pyramid market, it makes sense to understand how marketing practices can be tailored using innovative approaches to serve the lowest strata of consumers in our society. However, marketing to BOP consumers has its unique set of challenges. Low levels of literacy and education, high levels of ignorance, low purchasing power, and a constant struggle to make ends meet characterize such markets. According to experts, BOP markets consist of approximately three billion people with less than $2 income per day. But there are paradoxes to consider. For example, one of the world's poorest nations, Rwanda, has 92% of the nation covered under health insurance for the last 11 years, and premiums cost only about $2 a year. On the contrary, one of the world's richest nations, the United States has in comparison the most expensive healthcare system, and almost half its people are either uninsured or under-insured. Given the context of subsistence marketplaces, many scholars have emphasized the need for development of the BOP markets in terms of creation of the capacity to consume, development of new goods and services, dignity and choice for the poor, and the importance of developing trust between buyer and seller. Several principles have been suggested including finding sustainable solutions, understanding functionality, innovating with process and deskilling work, educating low-literate consumers, designing for hostile infrastructure, and designing innovative distribution chains. |
| bottom of pyramid marketing: Enlightened Marketing in Challenging Times Felipe Pantoja, Shuang Wu, Nina Krey, 2020-09-17 This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| bottom of pyramid marketing: The Oxford Handbook of Management in Emerging Markets Dr. Robert Grosse, Dr. Klaus E. Meyer, 2019-01-08 For nearly two decades, emerging markets have been a primary source of growth in the world economy. They have become more international and compete more extensively with companies in developed countries. For these reasons, an understanding of managing businesses in emerging markets is a fundamental skill for competing in the twenty-first century. The Oxford Handbook of Management in Emerging Markets identifies key elements of the business systems and competition in emerging markets around the world, and then looks at competitive strategies of companies going into and coming out of these countries. While business is business, the handbook's focus is on how management differs depending on the different environmental characteristics in emerging markets, such as the role of the government, the potential weakness of infrastructure, and the skill and innovation bases available locally in emerging markets, among other elements. The volume is organized into five sections. The first section establishes conceptual perspectives for exploring the current business environment in emerging markets. The second section focuses on questions surrounding governance and markets. The third explores multinational enterprises (MNEs) in emerging economies, while the fourth section looks at local firms and emerging market MNEs. The fifth and final section looks at management in emerging markets within specific countries and regions around the world. This handbook is a vital resource for scholars, students, and managers looking to expand into emerging economies by providing comprehensive analyses of functional areas from human resources to finance to marketing, and on issues such as family businesses, state-owned enterprises, and the bottom of the pyramid. |
| bottom of pyramid marketing: The End of Corporate Imperialism C. K. Prahalad, Kenneth Lieberthal, 2008-11-10 Hundreds of millions of people in China, India, Indonesia, and Brazil are eager to enter the marketplace. Yet multinational companies typically pitch their products to emerging markets' tiny segment of affluent buyers, and thus miss out on much larger markets further down the socioeconomic pyramid—which local rivals snap up. By applying the authors' recommendations, you can position yourself to compete innovatively in developing countries—and to unlock major new sources of revenue for your business. Since 1922, Harvard Business Review has been a leading source of breakthrough ideas in management practice. The Harvard Business Review Classics series now offers you the opportunity to make these seminal pieces a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world. |
| bottom of pyramid marketing: Concerned Markets Susi Geiger, Debbie Harrison, Hans Kjellberg, Alexandre Mallard, 2014-11-28 øWhen political, social, technological and economic interests, values, and perspectives interact, market order and performance become contentious issues of debate. Such Šhot� situations are becoming increasingly common and make for rich sites of resear |
| bottom of pyramid marketing: False Profits Robert L. Fitzpatrick, Joyce K. Reynolds, 1997 False Profits is an in-depth examination of the multi-level marketing industry and related illegal pyramid schemes which have grown rapidly in the last 15 years. |
| bottom of pyramid marketing: Impacts of Mobile Use and Experience on Contemporary Society Xiaoge Xu, 2019 As a popular and powerful medium, mobile use has increased significantly across the world. The effects of these communication devices have not only transformed how we communicate but also how we gather and distribute information in a variety of industries including healthcare, business, and education. Impacts of Mobile Use and Experience on Contemporary Society provides cross-disciplinary research that examines mobile use and its impact through 16 different stages of life, ranging from pre-birth through after-death. Featuring research on topics such as academic application, economic value, and mobile learning, scholars from different disciplines identify the crucial implications behind one of the leading communication tools from all over the world. Included amongst the targeted audience are educators, policymakers, healthcare professionals, managers, academicians, researchers, and practitioners. |
| bottom of pyramid marketing: Encyclopedia of Corporate Social Responsibility Samuel O. Idowu, Nicholas Capaldi, Liangrong Zu, Ananda Das Gupta, 2013-01-27 The role of Corporate Social Responsibility in the business world has developed from a fig leaf marketing front into an important aspect of corporate behavior over the past several years. Sustainable strategies are valued, desired and deployed more and more by relevant players in many industries all over the world. Both research and corporate practice therefore see CSR as a guiding principle for business success. The “Encyclopedia of Corporate Social Responsibility” has been conceived to assist researchers and practitioners to align business and societal objectives. All actors in the field will find reliable and up to date definitions and explanations of the key terms of CSR in this authoritative and comprehensive reference work. Leading experts from the global CSR community have contributed to make the “Encyclopedia of Corporate Social Responsibility” the definitive resource for this field of research and practice. |
| bottom of pyramid marketing: Marketing to the Poor Ramendra Singh, Tahir A. Wani, 2022-10-12 This book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the sociocultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts. Markets for the poor are characterized by resource scarcity, weak institutions, and low literary rates, as well as a strong presence of cultural and community ties. This book provides an understanding of these marketplaces, including the consumer’s wants and aspirations, the relationship of the individual within the social milieu, and their unique cultural contexts. It provides strategies for businesses to develop a bottom-up knowledge of global markets and incorporates practices which are inclusive and sustainable. It also explores the links between human development, entrepreneurship, and marketing which are especially relevant in the pandemic-hit global economy. This book will be of interest to students and researchers of marketing, business studies, business administration, rural management, marketing management, economics, and development studies. |
| bottom of pyramid marketing: HBR's 10 Must Reads 2015 Harvard Business Review, Daniel Goleman, W. Chan Kim, Renée A. Mauborgne, Clayton M. Christensen, 2015-04-07 A year’s worth of management wisdom, all in one place. We’ve combed through ideas, insights, and best practices from the past year of Harvard Business Review to help you get up to speed fast on the freshest, most relevant thinking driving business today. With authors from Clayton Christensen to Roger Martin and company examples from Netflix to Unilever, this volume brings the most current and important management conversations to your fingertips. This book will inspire you to: Lead by focusing your attention on the right things Import new management practices into your organization the right way—whether they come from other companies or across the globe Better manage your organization’s—and your leaders’—time Rethink vital functions such as HR and marketing Move from a yearly planning cycle to building a winning strategy Make long-term organizational decisions with an eye to national and global economic trends This collection of best-selling articles includes: “Beware the Next Big Thing,” by Julian Birkinshaw ”The Capitalist’s Dilemma,” by Clayton M. Christensen and Derek Van Bever “The Focused Leader,” by Daniel Goleman “The Big Lie of Strategic Planning,” by Roger L. Martin “Contextual Intelligence,” by Tarun Khanna “How Netflix Reinvented HR,” by Patty McCord “Blue Ocean Leadership,” by W. Chan Kim and Renée Mauborgne “The Ultimate Marketing Machine,” by Marc de Swaan Arons, Frank van den Driest, and Keith Weed “Your Scarcest Resource,” by Michael Mankins, Chris Brahm, and Gregory Caimi “How Google Sold Its Engineers on Management,” by David A. Garvin “21st-Century Talent Spotting,” by Claudio Fernández-Aráoz |
| bottom of pyramid marketing: Up and Out of Poverty Philip T. Kotler, Nancy R. Lee, 2009-06-11 In this book, legendary marketing expert Philip Kotler and social marketing innovator Nancy Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. Kotler and Lee assess each proposed path to poverty reduction, from traditional large-scale foreign aid to improved education and job training, economic development to microfinance. They offer powerful new insights into why so many anti-poverty programs fail - and propose a new paradigm that can achieve far better results. Kotler and Lee show how to apply advanced marketing strategies and techniques - including segmentation, targeting, and positioning - to systematically put in place the conditions poor people need to escape poverty. Through real case studies, you'll learn how these marketing techniques can help promote health, education, community building, personal motivation, and more. The authors provide the first complete, marketing-informed methodology for addressing specific poverty-related problems - and assessing the results. They also demonstrate how national and local anti-poverty programs can be improved by more effectively linking government, NGOs, and private companies. Over the past 30 years, the authors' social marketing techniques have been successfully applied to health care, environmental protection, family planning, and many other social challenges. Now, Kotler and Lee show how they can be applied to the largest social challenge of all: global poverty. |
| bottom of pyramid marketing: The Sheer Ecstasy of Being a Lunatic Farmer Joel Salatin, 2010 This book describes, with stories and evangelistic fervor, the breadth and depth of the paradigm differences between healing and exploitive food systems. Salatin explains both the rationale for and satisfaction from a solar-driven, pastured-based, locally-marketed, symbiotic, synergistic, relationally-oriented farm. |
| bottom of pyramid marketing: Topics for Group Discussion Prof Shrikant Prasoon, 2017-09 There are no specific rules to prepare for a GD. And no one knows what the topic of GD is going to be. This book includes topics that are likely to be put by the Group Testing Officer before the candidates to gauge their personality and leadership qualities. It will be a good idea to keep yourself abreast with topics from: 1. Current Affairs - Current Affairs is something that you have to be thorough with. Understand the recent crises affecting the world, latest developmental initiatives, and important national & global events. 2. Historical topics- Have a fair knowledge about the history of India and the world. Having historical information will help you cite examples and make references whenever needed. 3. Sports, Arts & Literature - In these topics, try to have a decent idea about what is popular, who are the leaders in each area, the latest that has happened in these areas. 4. Data crunching - Do familiarize yourself with important data. Throwing in some data if required in your GD will definitely create an impression among the assessors. Speak with a measure of confidence on the given topic; and secure the nod of the evaluator. |
| bottom of pyramid marketing: Social Entrepreneurship Johanna Mair, 2006-04-27 Social Entrepreneurship is a global phenomenon that impacts the lives of citizens by using innovative approaches to solving social problems. This book offers a comprehensive examination of this growing area of research and provides an excellent introduction to social entrepreneurship theory and a framework for future research. |
| bottom of pyramid marketing: Business Model Generation Alexander Osterwalder, Yves Pigneur, 2013-02-01 Business Model Generation is a handbook for visionaries, game changers, and challengers striving to defy outmoded business models and design tomorrow's enterprises. If your organization needs to adapt to harsh new realities, but you don't yet have a strategy that will get you out in front of your competitors, you need Business Model Generation. Co-created by 470 Business Model Canvas practitioners from 45 countries, the book features a beautiful, highly visual, 4-color design that takes powerful strategic ideas and tools, and makes them easy to implement in your organization. It explains the most common Business Model patterns, based on concepts from leading business thinkers, and helps you reinterpret them for your own context. You will learn how to systematically understand, design, and implement a game-changing business model--or analyze and renovate an old one. Along the way, you'll understand at a much deeper level your customers, distribution channels, partners, revenue streams, costs, and your core value proposition. Business Model Generation features practical innovation techniques used today by leading consultants and companies worldwide, including 3M, Ericsson, Capgemini, Deloitte, and others. Designed for doers, it is for those ready to abandon outmoded thinking and embrace new models of value creation: for executives, consultants, entrepreneurs, and leaders of all organizations. If you're ready to change the rules, you belong to the business model generation! |
| bottom of pyramid marketing: Alleviating Poverty through Business Strategy C. Wankel, 2008-03-03 There is a growing realization that business development is the most effective weapon in fighting world poverty. How the for-profit model can be harnessed to provide the poor with a share in the world's prosperity is discussed through actual cases, and nested in innovative theories of business, social sciences, and philosophy. |
| bottom of pyramid marketing: The Zones of Regulation Leah M. Kuypers, 2011 ... a curriculum geared toward helping students gain skills in consciously regulating their actions, which in turn leads to increased control and problem solving abilities. Using a cognitive behavior approach, the curriculum's learning activities are designed to help students recognize when they are in different states called zones, with each of four zones represented by a different color. In the activities, students also learn how to use strategies or tools to stay in a zone or move from one to another. Students explore calming techniques, cognitive strategies, and sensory supports so they will have a toolbox of methods to use to move between zones. To deepen students' understanding of how to self-regulate, the lessons set out to teach students these skills: how to read others' facial expressions and recognize a broader range of emotions, perspective about how others see and react to their behavior, insight into events that trigger their less regulated states, and when and how to use tools and problem solving skills. The curriculum's learning activities are presented in 18 lessons. To reinforce the concepts being taught, each lesson includes probing questions to discuss and instructions for one or more learning activities. Many lessons offer extension activities and ways to adapt the activity for individual student needs. The curriculum also includes worksheets, other handouts, and visuals to display and share. These can be photocopied from this book or printed from the accompanying CD.--Publisher's website. |
| bottom of pyramid marketing: MicroFranchising Jason S. Fairbourne, Stephen W. Gibson, W. Gibb Dyer, 2007 Microfranchising offers a thorough-going and impartial analysis of microfranchising, covering both practice and theory. . . The tome s well documented chapters provide an objective overview of the various aspects of microfranchising and outline its main characteristics. . . This book should be read by all those involved in, or concerned by, the fight against poverty who are looking for a complete overview of microfranchising. The various actors of the entrepreneurial world will also find much in the volume of interest to them. . . Academics will find well documented sources, complete with operational examples, which will help them to present action projects to their students. Microfranchising and, more generally, micro-entrepreneurship, represent a vast field of research that will be of great interest to scholars working in the field of entrepreneurship. Fairbourne, Gibson and Dyer s book not only offers a valuable introduction to micro-entrepreneurship , but demonstrates the human side of entrepreneurship as a whole. Frédéric Demerens, Entrepreneurship and Innovation Microfranchising has clues and cautions to help create wealth and lift humanity from poverty by energizing communities, families and individuals to profit-making productivity in cooperation with guidance, education, and other resources from established businesses, financial institutions and philanthropists. Anyone interested in shrinking the bottom of the world s income and wealth pyramid to create real widespread sustainability and all the consequent social and health benefits should read this book. Joseph H. Astrachan, Kennesaw State University, US What do buying honey, renting mobile phones and fitting prescription glasses have in common? Answer: they are all activities that have expanded in low-income countries through microfranchising. This book brings together the ideas of researchers and social entrepreneurs at the heart of a movement to turn microfranchising into a mechanism for sustainable poverty reduction on a scale to match microfinance. A seductive mix of advocacy and realism, analysis and case-study provides readers with the ingredients to make up their own mind about the potential of microfranchising as a development tool. James G. Copestake, University of Bath, UK Poverty remains one of the most intractable problems in the developing world. Microfranchising offers great promise in alleviating poverty by aiding in the foundation of locally owned businesses. Microfranchising is defined as small businesses whose start-up costs are minimal and whose concepts and operations are easily replicated. It involves the systematizing of microenterprises to create and replicate turnkey businesses for the poor. With the awarding of the 2006 Nobel Peace Prize, attention has increased on this remarkable concept. This unique book provides an overview of the need to alleviate poverty and what methods have been used in the past to do so (e.g. microcredit). It then introduces the concept of the microfranchise and discusses how this business model can be used in poverty alleviation. Different models of microfranchising are reviewed and specific case studies highlighted to show how it has worked in different parts of the world. The book concludes with a discussion of the advantages as well as the potential problems and pitfalls that accompany microfranchising. This book is a must read for business scholars and economists, practitioners and lenders, members of NGOs dedicated to poverty alleviation and anyone else who is interested in learning about an innovative, business focused tool to alleviate poverty. |
| bottom of pyramid marketing: Predictable Magic Deepa Prahalad, Ravi Sawhney, 2010-07-19 Companies invest fortunes on innovation and product strategy. But, by some estimates, 80% of new products fail or dramatically underperform every year, though a few rare products succeed brilliantly. Why is this the case? Their creators have seamlessly integrated corporate strategy with design. They don’t deliver utilitarian objects: they craft rewarding, empowering experiences. To outsiders, this looks like magic: incomprehensible, and impossible to reproduce. But it isn’t. Predictable Magic presents a complete design process for making the “magic” happen -- over and over again. Veteran industrial designer Ravi Sawhney and business strategist Deepa Prahalad introduce Psycho-Aesthetics, a breakthrough approach for systematically creating deep emotional connections between consumers and brands. Step by step, the authors cover everything from research to strategy, implementation to consumer experience. They also demonstrate Psycho-Aesthetics at work – in case studies from some of the world’s top companies, including Sprint, Medtronic, Amana, and Hyundai. You’ll see how these great companies have used Psycho-Aesthetics to go beyond the utilitarian (or even the merely “beautiful”), to build products that powerfully connect with people... touch them... move them... time and again. |
| bottom of pyramid marketing: Marketing Management in Turkey Selcen Ozturkcan, Elif Yolbulan Okan, 2018-07-30 Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas. |
on, at, in the bottom - WordReference Forums
Sep 26, 2010 · Yes, you seem to have it quite right. 'On the bottom of' something like a boat, 'at the bottom of' an up-and-down thing like a list, a page; and I can't think of how you'd use 'in …
bottom left? left bottom??? | WordReference Forums
May 10, 2007 · OK in that case you should say 'the picture on the bottom left' It is 'bottom left' with no preposition if you put it in brackets within an article to refer to a picture.
On the bottom vs. at the bottom [of a page] | WordReference …
Aug 15, 2009 · "At the bottom of the page" is the usual expression for something appearing near the bottom edge of a page. "On the bottom" would be appropriate if there were something …
right-hand corner and right corner | WordReference Forums
Sep 5, 2017 · Right in "--- in the bottom right ----" is a noun. I would hesitate to say that right -hand corner and right corner are always interchangeable because, in terms of semantics, when …
bottom right vs lower right - WordReference Forums
Feb 14, 2023 · To the bottom right of the rose garden, the glasshouse and seats have been replaced by a water feature. In the lower right corner of the park, the glasshouse and seats …
ATT, ATTN, FAO ... - abbreviations for 'attention' in correspondence
Apr 5, 2006 · When writing english business letters, which is the corrct abbreviation of "attention". I reckon it must be either "att" or "atn". I've always used "att", but fear that it might be a calque …
write 'at/on/in' the corner of the page - WordReference Forums
Mar 4, 2008 · Every time I buy a new book, I write my name in/at/on the right-hand corner of the first page. Hi, Which prep. fits best in the above and why? Thanks.
Business letter: Signing on behalf of someone else.
Nov 5, 2004 · Could someone answer a quick question regarding letter format? What do you write at the end of a letter to indicate that you have been asked to write that letter for someone else …
When you are nude from the waist downwards. - WordReference …
Apr 26, 2013 · There are such items of clothing as a bikini bottom, pyjama bottom and track-suit bottom. So (by analogy with their respective tops) I wouldn't be at all surprised to hear of …
available in / available at / available on - WordReference Forums
Feb 25, 2010 · Finally, if the information is attached to something else, such as a registration number, then "the information is available on the bar code tag located on the bottom of the …
on, at, in the bottom - WordReference Forums
Sep 26, 2010 · Yes, you seem to have it quite right. 'On the bottom of' something like a boat, 'at the bottom of' an up-and-down thing like a list, a page; and I can't think of how you'd use 'in …
bottom left? left bottom??? | WordReference Forums
May 10, 2007 · OK in that case you should say 'the picture on the bottom left' It is 'bottom left' with no preposition if you put it in brackets within an article to refer to a picture.
On the bottom vs. at the bottom [of a page] | WordReference …
Aug 15, 2009 · "At the bottom of the page" is the usual expression for something appearing near the bottom edge of a page. "On the bottom" would be appropriate if there were something …
right-hand corner and right corner | WordReference Forums
Sep 5, 2017 · Right in "--- in the bottom right ----" is a noun. I would hesitate to say that right -hand corner and right corner are always interchangeable because, in terms of semantics, when …
bottom right vs lower right - WordReference Forums
Feb 14, 2023 · To the bottom right of the rose garden, the glasshouse and seats have been replaced by a water feature. In the lower right corner of the park, the glasshouse and seats …
ATT, ATTN, FAO ... - abbreviations for 'attention' in correspondence
Apr 5, 2006 · When writing english business letters, which is the corrct abbreviation of "attention". I reckon it must be either "att" or "atn". I've always used "att", but fear that it might be a calque …
write 'at/on/in' the corner of the page - WordReference Forums
Mar 4, 2008 · Every time I buy a new book, I write my name in/at/on the right-hand corner of the first page. Hi, Which prep. fits best in the above and why? Thanks.
Business letter: Signing on behalf of someone else.
Nov 5, 2004 · Could someone answer a quick question regarding letter format? What do you write at the end of a letter to indicate that you have been asked to write that letter for someone else …
When you are nude from the waist downwards. - WordReference …
Apr 26, 2013 · There are such items of clothing as a bikini bottom, pyjama bottom and track-suit bottom. So (by analogy with their respective tops) I wouldn't be at all surprised to hear of …
available in / available at / available on - WordReference Forums
Feb 25, 2010 · Finally, if the information is attached to something else, such as a registration number, then "the information is available on the bar code tag located on the bottom of the …
