Base della Piramide
(C.K. Prahalad)

Centro di Conoscenza

   

Alleviare la povertà nel mondo. Non trattare i poveri come vittime o come un fardello. Spiegazione di Base della Piramide di C.K. Prahalad. ('02, '05)

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Base della Piramide

Che cosa è La Base della Piramide? Descrizione

La base della piramide (economica) consiste nei 4 miliardi di persone che vivono con meno di $2 al giorno. Per più di 50 anni, la Banca Mondiale, nazioni erogatrici, varie agenzie di sussidio,  governi nazionali e, ultimamente, le organizzazioni sociali civili hanno tutte fatto del loro meglio, ma non sono riuscite a sradicare la povertà.


Consapevole di questo fatto frustrante, C.K. Prahalad comincia il suo libro: “La fortuna alla Base della Piramide„ con una proposta semplice ma rivoluzionaria: Se smettiamo di pensare ai poveri come vittime o come un fardello e cominciamo a riconoscerli come imprenditori resilienti e creativi o consumatori attenti al valore, un nuovo mondo pieno di opportunità si aprirà.

Prahalad suggerisce che quattro miliardi di poveri possono essere il motore del prossimo turno del commercio e della prosperità globale e possono essere fonte di innovazioni. Servire i clienti alla Base della Piramide richiede che le grandi aziende lavorano in collaborazione con le organizzazioni sociali civili e gli enti pubblici territoriali. Ancora, lo sviluppo del mercato alla Base della Piramide inoltre creerà milioni di nuovi imprenditori come fili di erba.
 

Prahalad presenta il suo nuovo punto di vista per quanto riguarda la risoluzione del problema della povertà come una soluzione di Co-Creazione verso lo sviluppo economico e la trasformazione sociale (figura), di cui le parti in causa sono:

  • Imprese private
  • Agenzie di sussidio e sviluppo
  • Consumatori della Base della Piramide
  • Imprenditori della Base della Piramide
  • Organizzazioni sociali civili ed enti pubblici territoriali

12 principii di innovazione per i mercati della Base della Piramide

Prahalad fornisce i seguenti blocchi di costruzione per creare prodotti e servizi per i mercati della Base della Piramide:

  1. Concentrarsi (anzi tuffarsi) sulle performance dei prezzi.
  2. Soluzioni ibride, miscelando nuove e vecchie tecnologie.
  3. Funzionamenti Scalabili e trasportabili attraverso paesi, culture e lingue.
  4. Intensità ridotta delle risorse: prodotti ecologici.
  5. Riprogettazione radicale del prodotto dall'inizio: i cambiamenti marginali agli esistenti prodotti occidentali non funzioneranno.
  6. Costruire infrastrutture logistiche e di produzione.
  7. De qualificare il lavoro (di servizi).
  8. Istruire i clienti all'uso del prodotto.
  9. I prodotti devono funzionare in ambienti ostili: rumore, polvere, circostanze antigieniche, abuso, mancanze di corrente elettrica elettriche, inquinamento dell'acqua.
  10. Interfaccia utente adattabile a basi eterogenee di consumatori.
  11. I metodi di distribuzione dovrebbero essere progettati raggiungere sia i mercati rurali altamente dispersi che i mercati urbani altamente densi.
  12. Concentrare su una vasta architettura, permettendo l'incorporazione rapida e facile di nuove caratteristiche.

Origine di Base della Piramide. Storia

Prima del suo libro del 2005, Prahalad ha pubblicato due articoli per quanto riguarda questa struttura su come alleviare la povertà:

  • Gen. 2002: The Fortune at the Bottom of the Pyramid (Strategia+Business), con Stu Hart 
  • Set. 2002: Serve the World's Poor, Profitable (Harvard Business Review), con Allen Hammond

Uso della Base della Piramide. Applicazioni

  • Questa struttura fornisce uno slancio per una partecipazione più attiva del settore privato nel costruire gli ecosistemi di vendita per la trasformazione della Base della Piramide.
  • Aiuti per riconsiderare e cambiare credenze, presupposti e ideologie di vecchia data.
  • Fornisce indizii sullo sviluppo di prodotti e servizi per i consumatori della Base della Piramide.

Punti di Forza del concetto della Base della Piramide. Benefici

I maggiori punti di forza del metodo della Base della Piramide di Prahalad è, che contribuisce a riconsiderare e cambiare credenze, presupposti e ideologie di vecchia data, tutte sono basate e che supportano il concetto di vittima e fardello:

  • Ci sono soldi alla Base della Piramide: è un mercato potenziale.
  • L'accesso ai mercati della Base della Piramide non è necessariamente difficile. I metodi non convenzionali quale il metodo delle signore di Avon possono funzionare.
  • I poveri sono molto attenti alla marca.
  • Il mercato della Base della Piramide è stato collegato (telefoni mobili, TV, Internet).
  • I consumatori della Base della Piramide sono molto aperti verso le tecnologie avanzate.

Presupposti di Base della Piramide. Circostanze

  1. I poveri non possono partecipare ai benefici della globalizzazione senza una partecipazione attiva del settore privato e senza accesso a prodotti e servizi che rappresentano gli standard di qualità globale.
  2. Il mercato della Base della Piramide offre una nuova occasione di sviluppo del settore privato e un forum per le innovazioni. Le vecchie e provate soluzioni non possono creare mercati per la Base della Piramide.
  3. I mercati della Base della Piramide devono trasformarsi in parte integrante del lavoro e del business centrale del settore privato. I mercati della Base della Piramide non possono soltanto essere lasciati al regno delle iniziative aziendali di Responsabilità Sociale (CSR).

Referenza Bibliografica: C.K. Prahalad - The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits -


Base della Piramide Forum
  Relations Between Informal & Formal Sector
Despite the fact that the definition of the informal economy is debatable, a lot of scholars focus on how an informal sector can be formalised. In particular these scholars research to w...
     
 
  Why Informal Economies can Become Larger than Illegal Economies
Over the last decades, the concept "informal economy" has been conceptualized in many ways (see here for detailed info); scholars often refer to it as economic activities that take place ...
     
 
  Definition of Informal Economy
People that belong to the bottom part of the economic pyramid are often unable to generate income from the so-called formal economy, and therefore they aim to sustain themselves via informal economic activities. But over the last 50 years, the defini...
     
 
  Community Marketing in Developing Countries
Due to the lack of well-functioning distribution networks in developing countries, potential buyers in those countries are hard to reach. In such economies/countries, organizations need to use unconventional marketing strategies to expand their mark...
     
 
  Problem with Bottom of Pyramid
No matter how liberal and open we project ourselves... It's easy to say we should improve the capabilities and position of those at the bottom of pyramid.
But when it comes to implementing it, it requires HUGE courage for the authorities. Becaus...
     
 
  Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets
It is often assumed that the behavioral trends and practices of consumers in BOP-markets are the same as in developed markets (only buyers have less money to spend). The general description of BOP-markets is not inconsistent with this assumption. Tha...
     
 
  Ideas for Development Phase of Papua New Guinea
How can Papua New Guinea (PNG) improve the living standard and efficient use of resources to improve infrastructure and increase development?
What strategies can PNG use to improve lives in the resource boom teritory?...
     
 
  Best Practices in Extending Medical Facilities to the Poor
Has anyone experienced a successful business case that extends medical facilities to the poor? In a country like India about 42% of the population is below BPL (below poverty line). All these people cannot afford costly medical treatment.
A huge...
     
 
  Packaging at the Bottom of the Pyramid
Perhaps one can look at the BOP concept from the point of view that low income earners require to consume quality products as much as the individuals on the higher parts of the pyramid. Unfortunately those within BOP have limited budgets and they can...
     
 
  A Bottom of the Pyramid Solution Must Be High Tech, Low Cost and Mass Producible
Many present solutions to the developing countries are based on high tech and high cost. The problems of BOP countries is they need solutions of high tech but of low cost so they're applicable to a mass of population particularly...
     
 
  Lighting Up African Village Schools
Nigerian population: 150 million - Electricity: < 16bln KwH
South African population: 44 million - Electricity > 195bln KwH.
In a month, millions of Nigerian students in high schools will be writing their final exams.
I have requested ...
     
 
  Bottom of the Pyramid People and SMEs
The development of SME strategies to mobilize the financial resources of the BOP will help get the BOP out of the $2 per day zone....
     
 
  Bottom of the Pyramid and Technology
The assumption that only the developed world would appreciate and pay for new technology while previous technology are reserved for the poor, is a delusion. The poor equally appreciate new technology.
The world has become a global village - comm...
     
 
  Increase the Whole Pyramid
It is easy to imagine that if someone move up to the top another one will move in counter sense, that is, to bottom. It happens when the pyramid does not grow in its volume. Since space may be only occupied by an individual, if someone gains, another...
     
 
  Using House of Quality With Bottom of the Pyramid Framework
The Bottom of the Pyramid framework can be perceived as an idea that will make the poorest people in our society more creative and innovative. Whichever approach or policy is adopted to make this a reality can be achieved more effectively if the fol...
     
 
  The BOO Model, BOOM Model and BOOT Model. Implementation in BOP Countries
The financial models, such as BOO (Build Own Operate), Build Own Operate and Maintain (BOOM), BOOT (Build, Own, Operate, and Transfer), tailor-made for the mega-energy-products which were planned for the aid to the developing countries could see the ...
     
 
  Bottom of the Pyramid Concept by CK Prahalad is Profound
A profound concept. Aiming at a win-win solution for all.
As Mahatma Gandhi said something like this (I do not remember exact words) if you govern a state, think about whether your action brings a smile to the poorest person. As an acid test. Th...
     
 
  Enabling Bottom of the Pyramid (BOP) Entrepreneurs
Micro credit organizations such as KIVA are enabling access to credit. It's a good start. Education institutions (now often profit driven) need to make the access to trade education as well as other marketable skills available, possibly through
     
 

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Migliori Pratiche - Base della Piramide Premium
  The Role of Government in Bottom of the Pyramid Thinking
Africa is a place with extremities. There is abundance of arable land and sufficient amount of water sources for agriculture. On the other hand, the bulk of the population live in abject poverty hence hunger is a permanent resident in their household...
     
 
  Fighthing Corruption in Developing Countries. The Role of Leaders
I am looking for ideas to start a study on how to "eliminate" corruption in developing countries. Actually, most developing countries depend on rich countries and international organizations to run their internal affairs. On a leadership stand...
     
 
  Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers?
The people at the Bottom of the Pyramid are referred to as brand conscious and at the same time they are price sensitive. How should these two factors go together?...
     
 

Expert Tips (ENG) - Bottom of the Pyramid Premium
 

Organizing Large Corporations to Capture BOP Opportunities

To capture the gigantic opportunities and to deal with the immense complexities of the many emerging markets, C.K. Prahalad and Hrishikesh Bhattachary...
Usage (application): Organizational Development, Best Practices
 
 
 

Bottom of the Pyramid Pitfalls

According to Ashish Karamchandani, Mike Kubzansky, and Nishant Lalwani ("The Globe: Is the Bottom of the Pyramid Really for You?" in Harvard Business ...
Usage (application): Avoid these Problems when you're Building a BoP-Business
 
 
 

Is your Firm Ready to Enter into BoP Markets?

In a recent article titled "The Globe: Is the Bottom of the Pyramid Really for You?" by Ashish Karamchandani, Mike Kubzansky, and Nishant Lalwani (Har...
Usage (application): BOP Self-Questionnaire
 
 
 

Bottom of the Pyramid in Financial Services

A success story of a BOP approach in financial services is the case of India-based 250M$ SKS Microfinance. In HBR June 2008 (p53-57) CEO Vikram Akula ...
Usage (application): Microfinance Strategy
 
 
 

Organizational Infrastructure to Address the Bottom of the Pyramid

In order to address the opportunities at the “Bottom of the Pyramid”, companies have to build an organizational infrastructure based on following five...
Usage (application): OD, Organizational Development, Best Practices
 
 
 

Innovation Principles Behind Bottom of the Pyramid Strategies

The 12 principles of market innovation for the BOP are:
1. Focus on value, on delivering performance for the price
2. Innovate – Old ...
Usage (application): BOP Strategy Focus Points
 
 
 

Base of the Pyramid Strategic Innovation

In their article “Strategic Innovation at the Base of the Pyramid” (MIT Sloan Management Review, Fall 2007), Jamie Anderson and Costas Markides are of...
Usage (application): Strategic innovation in developing markets
 
 
 

Bottom of the Pyramid Commercial infrastructure

1. “Creating Buying Power”, through access to credit and rise in income level to help the world’s poor Tier 4 consumers elevate themselves from desper...
Usage (application): BOP Commercial Strategy
 
 
 

Going Global: Adaptation of Marketing Mix Components

As we all know, companies that conduct business internationally are often adapting their products to the markets served. Operating in international ma...
Usage (application): Marketing Strategy, Global Marketing, International Marketing, Marketing Mix, 4Ps
 
 
 

Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets

It is often assumed that the behavioral trends and practices of consumers in BOP-markets are the same as in developed markets (only buyers have less m...
Usage (application): Bottom of the Pyramid, Consumer Behavior, Consumer Marketing
 
 
 

Marketing for the BOP market

The three steps to use for segmenting a BOP market are:
1. Create segments – Break down the largest group with an interest in your ...
Usage (application): Segmentation
 
 
 

Examples of Bottom of the Pyramid Strategies

- Micro-credit: An example of the “Bottom of the Pyramid” is the growing micro-credit market in South Asia, especially in India. With the computerizat...
Usage (application): Strategy, Marketing, Innovation
 
 
 

How BOP Countries Can Disrupt Western Markets

After the Second World War, Japan started to develop fast as a result of their disruptive innovation strategy. This disruptive innovation process init...
Usage (application): Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy
 
 
 

BOP Success Cases

1. Small-scale distributed energy solutions using renewable alternative resources such as biofuels for generation of electricity, one of critical comm...
Usage (application): BOP Strategy
 
 

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Paragonare a Base della Piramide:  Modello del Diamante  |  Dimensioni Culturali  |  Intento Strategico  |  Co-Creation Prahalad Ramaswamy  |  Business Process Reengineering


Ritornare alla Disciplina di Gestione: Etica & Responsabilità Sociale  |  Vendita  |  Strategia


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