Bottom of the Pyramid [BOP 시장]
(C.K. Prahalad)

지식 센터

   

세계 빈곤의 완화. 가난한 자들을 희생자 또는 짐으로 취급하지 말라. C.K. Prahalad의 BOP 시장의 설명. ('02, '05)

목차

  1. 요약
  2. 포럼
  3. 모범 사례
  4. Expert Tips
  5. 자료
  6. 인쇄

Bottom of the Pyramid [BOP 시장]

BOP 시장이란 무엇인가? 기술

(경제적) 피라미드의 밑바닥 BOP 일 당 $2 이하로 살고있는 4십억명의 사람들로 이루어져 있다. 50년 이상동안, 세계 은행, 자선 국가, 각종 원조 기관, 각국 정부 및 최근에는 시민단체 조직들이 최선을 다하고 있지만, 빈곤을 근절할 수는 없었다.


이러한 실망스런 사실을 인식하고, C.K. Prahalad의 책은 다음과 같은 구절로 시작한다: 간단한 그러나 혁명적인 제안을 가진 "피라미드의 밑바닥 (Bottom of the Pyramid,BOP) 에 있는 副 " : 만일 우리가 가난한 자를 희생자 또는 짐으로 생각하는 것을 멈추고, 그들을 활력있고 창조적인 기업가, 가치를 알고있는 소비자로 인식한다면, 매우 새로운 기회의 세계가 열릴 것이다.

Prahalad는 40억명의 가난한 사람들이 차세대 전세계 교역과 번영의 엔진과 혁신의 원천이 될 수 있다고 제안한다. BOP 시장 고객에 서비스하는 것은 대기업이 시민사회단체와 지방자치단체와 협력적으로 일할 것을 요구한다. 나아가, BOP에서의 시장개발은 수백만의 일반인이 새로운 기업가가 되게 할 것이다.
 

Prahalad 경제적 발전과 사회전 변화를 향해 Co-Creation (코크리에이션, 소비자연계가치창조)으로 빈곤문제의 해결에 관한 새로운 관점을 제공한다. 여기에 다음과 같은 조직이 관련되어 있다 :

  • 사기업
  • 개발과 원조 기관
  • BOP 시장 소비자
  • BOP 시장 기업가
  • 시민단체 조직과 지방 자치단체

BOP 시장을 위한 12가지 혁신 원칙

Prahalad는 BOP시장을 위한 제품과 서비스 창조를 위해 다음과 같은 기본원칙을 제안한다:

  1. (획기적인) 가격 제공에 초점.
  2. 하이브리드 솔루션, 오래된 기술과 신기술의 혼합.
  3. 국가, 문화 및 언어에 따라 측정할 수 있고 운반할 수 있는 운영.
  4. 자원집약도의 감소: 생태 친화적인 제품.
  5. 처음부터 완전한 제품의 재설계: 기존 서구의 제품의 부분적인 변경은 효과적이지 않을 것이다.
  6. 물류와 제조 인프라스트럭쳐를 구축.
  7. (서비스) 작업의 단순화.
  8. (반문맹의) 고객에게 제품사용법 교육.
  9. 제품은 열악한 환경에서 작동해야 한다: 소음, 먼지, 비위생적인 조건, 남용, 정전, 수질 오염.
  10. 이질적인 소비자 기반에 적응할 수 있는 사용자 인터페이스.
  11. 유통 방법은 상당히 흩어진 지방의 시장과 밀집된 도시의 시장에 도달할 수 있도록 디자인.
  12. 넓은 아키텍쳐에 초점, 새로운 특징을 빠르고 쉽게 추가할 수 있다.

BOP의 기원. 역사

2005년 출간에 앞서, Prahalad는 빈곤 완화에 관하여 이러한 모델에 관한 2개의 논문을 발간했다:

  • 2002년 1월: Stu Hart와 공동저술한 "The Fortune at the Bottom of the Pyramid (Strategy+Business)",
  • 2002년 9월: Allen Hammond와 공동저술한 "Serve the World's Poor, Profitable" ( 하버드비즈니스리뷰).

BOP 의 활용. 응용

  • 이러한 사고의 틀은 BOP의 변화를 위한 마케팅 환경시스템 구축에 민간부문이 적극적으로 개입할 수 있는 추진력을 제공한다.
  • 오래된 신념, 가정 및 이데올로기를 재고하고 바꾸는 도움이 된다.
  • BOP 시장 소비자에 맞는 제품과 서비스를 개발하는데 단서를 제공한다.

BOP 사고의 강점. 이점

Prahalad 에 의한 BOP 시장 접근의 가장 큰 강점은, 오랫동안 고착된 즉 가난한 사람들을 희생자와 짐으로 생각하는 신념, 가정, 이데올로기를 재고하고 바꾸는 데에 도움이 된다는 것이다.

  • BOP 시장에 돈이 있다: 성장 가능한 시장이다.
  • BOP 시장의 접근은 어려운 것만은 아니다. Avon ladies처럼 특이한 접근법이 효과를 볼 수 있다.
  • 가난한 사람들은 브랜드를 매우 의식하고 있다.
  • BOP 시장은 연결되어 있다 (이동전화, 텔레비젼, 인터넷).
  • BOP 시장의 소비자는 선진 기술에 매우 많이 개방되어 있다.

BOP 시장의 가정. 조건

  1. 가난한 사람들은 민간부문의 적극적인 개입과, 글로벌 품질기준에 맞는 제품과 서비스에 접근할 수 있어야만 세계화의 혜택을 볼 수 있다.
  2. BOP 시장은 민간부문과 혁신추구 그룹들에게 새로운 성장기회를 제공한다. 오래되고 현재 시행되고 있는 해결책들은 BOP 시장을 창조할 수 없다.
  3. BOP 시장은 민간 부문의 핵심 비즈니스와 작업의 중심이 되어야 한다. BOP 시장은 단순히 기업의 사회적 책임 (CSR) 이니셔티브의 영역에 남겨질 수 없다.

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


BOP 시장 포럼
  Effective Humanitairian Aid to BOP Countries: The Case of Haiti
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  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...
     
 

BOP 시장 시그(SIG)


시그(SIG)

BOP 시장 교육 및 이벤트


교육, 세미나 및 이벤트 찾기


모범 사례 - BOP 시장 프리미엄
  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 프리미엄
 

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 worlds 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
 
 

자료 - BOP 시장 프리미엄
 

뉴스

BOP 시장
     
 

뉴스

Prahalad
     
 

영화

BOP 시장
     
 

영화

Prahalad
     
 

프리젠 테이션

BOP 시장
     
 

프리젠 테이션

Prahalad
     
 

BOP 시장
     
 

Prahalad
     

BOP 시장 관련개념 :   Diamond Model [다이아몬드 모형]  |  Cultural Dimensions [문화차원 모델]  |  Strategic Intent [전략적 의도]  |  Co-Creation [코크리에이션, 소비자연계가치창조]  |  Business Process Reengineering [BPR, 사업재구축]


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