Bottom of the Pyramid-Ansatz
(C.K. Prahalad)

Wissenszentrum

Was ist der Bottom of the Pyramid-Ansatz? Beschreibung

Das untere Ende der (ökonomischen) Pyramide besteht aus den 4 Milliarde Leuten, die pro Tag von weniger als $2 leben. Für mehr als 50 Jahre haben die Weltbank, Spendernationen, verschiedene Unterstützungsorganisationen, Nationalregierungen und kürzlich auch Zivilgesellschaftorganisationen alle ihr bestes getan, sie waren aber nicht imstande, Armut auszurotten.

Sich dieser frustrierenden Tatsache bewußt, C.K. Prahalad fängt sein Buch: „The Fortune at the Bottom of the Pyramid“ mit einer einfachen, dennoch revolutionären Behauptung an: Wenn wir aufhören, an die Armen als Opfer oder als Belastung zu denken und anfangen, sie als elastische und kreative Unternehmer und wertbewußte Verbraucher zu erkennen, erschließt sich eine ganz neue Welt der Möglichkeit.

Prahalad behauptet, dass vier Milliarden Arme der Antrieb für die nächste Runde des globalen Handels und des Wohlstandes und eine Quelle der Innovationen sein können. Das Bedienen der Bottom of the Pyramid-Ansatz-Kunden erfordert, dass große Unternehmen gemeinschaftlich mit Zivilgesellschaftorganisationen und lokalen Regierungen arbeiten. Ausserdem bringt Markterschließung am Bottom of the Pyramid-Ansatz auch Millionen neuer Unternehmer an der Basis hervor.
 

Prahalad stellt seine neue Ansicht betreffend der Lösung des Problems der Armut als Co-Creation Lösung in Richtung ökonomischer Entwicklung und sozialer Transformation (siehe Abbildung) dar, von der die involvierten Parteien sind:

• Privatunternehmen
• Entwicklungs- und Unterstützungsorganisationen
• Bottom of the Pyramid-Ansatz-Verbraucher
• Bottom of the Pyramid-Ansatz-Unternehmer
• Zivilgesellschaftorganisationen und lokale Regierungen

12 Grundregeln der Innovation für Bottom of the Pyramid-Ansatz-Märkte

Prahalad stellt die folgenden Bausteine für das Schaffen von Produkten und Dienstleistungen für Bottom of the Pyramid-Ansatz-Märkte zur Verfügung:

1. Konzentrieren Sie sich auf (Quantensprünge in) Preis-Leistung.
2. Hybride Lösungen, alte und neue Technologie mischend.
3. Skalierbare und transportfähige Tätigkeiten über Länder, Kulturen und Sprachen hinweg.
4. Verringerte Ressourcenintensität: ökofreundliche Produkte.
5. Radikales Produktneudesign von Anfang an: marginale Änderungen zu bestehenden, westlichen Produkten funktionieren nicht.
6. Logistische und produzierende Infrastruktur errichten.
7. Deskill (Dienstleistungs-) Arbeit.
8. Bilden Sie (halbgebildete) Kunden im Produktgebrauch.
9. Produkte müssen in feindlichen Umgebungen arbeiten: Geräusche, Staub, unhygienische Bedingungen, Mißbrauch, elektrische Blackouts, Wasserverunreinigung.
10. Anpassungsfähige Benutzerschnittstelle zu heterogenen Verbraucherebenen.
11. Distrubutionsmethoden sollten entworfen werden, um in hohem Grade verstreute landwirtschaftliche und dichtbesiedelte städtische Märkte zu erreichen.
12. Konzentrieren Sie sich auf breite Architektur, die schnelle und einfache Aufnahme neuer Eigenschaften ermöglicht.

Ursprung des Bottom of the Pyramid-Ansatz. Geschichte

Vor seinem Buch in 2005 veröffentlichte Prahalad zwei Artikel betreffend dieser Rahmenwerke über das Vermindern von Armut:

• Jan. 2002: The Fortune at the Bottom of the Pyramid (Strategy+Business), mit Stu Hart
• Sep. 2002: Serve the World's Poor, Profitable (Harvard Business Review), mit Allen Hammond

Gebrauch des Bottom of the Pyramid-Ansatz. Anwendungen

• Dieses Rahmenwerk stellt einen Impuls für eine aktivere Miteinbeziehung des privaten Sektors im Errichten des Marketing-Ökosystems für das Transformieren des Bottom of the Pyramid-Ansatz zur Verfügung.
• Hilft langgehaltene Glauben, Annahmen und Ideologien zu überdenken und zu ändern.
• Stellt Anhaltspunkte für das Entwickeln von Produkten und Dienstleistungen für Bottom of the Pyramid-Ansatz-Verbraucher zur Verfügung.

Stärken des Bottom of the Pyramid-Ansatz-Denkens. Nutzen

Die größten Stärken des Bottom of the Pyramid-Ansatz-Ansatzes durch Prahalad sind, dass er hilft, langgehaltene Glauben, Annahmen und Ideologien zu überdenken und zu ändern, welche alle auf dem Opfer- und Belastungsdenken basieren und dieses unterstützen:

• Es gibt Geld am Bottom of the Pyramid-Ansatz: es ist ein entwicklungsfähiger Markt.
• Zugang zu den Bottom of the Pyramid-Ansatz-Märkten ist notwendigerweise nicht schwierig. Unkonventionelle Ansätze, wie der Ansatz der Avon Damen, können funktionieren.
• Die Armen sind sehr markenbewußt.
• Der Bottom of the Pyramid-Ansatz-Markt wurde angeschlossen (Mobiltelefone, TV, Internet).
• Bottom of the Pyramid-Ansatz-Verbraucher sind gegenüber neuer Technologien sehr offen.

Annahmen des Bottom of the Pyramid-Ansatz. Bedingungen

1. Die Armen können am Nutzen der Globalisierung ohne eine aktive Miteinbeziehung des privaten Sektors und ohne Zugang zu den Produkten und Dienstleistungen nicht teilnehmen, die globale Qualitätsstandards darstellen.
2. Der Bottom of the Pyramid-Ansatz-Markt stellt eine neue Wachstumsmöglichkeit für den privaten Sektor und ein Forum für Innovationen zur Verfügung. Alte und bewährte Lösungen können nicht Märkte am Bottom of the Pyramid-Ansatz schaffen.
3. Bottom of the Pyramid-Ansatz-Märkte müssen ein wesentlicher Bestandteil der Arbeit und des Hauptgeschäfts des privaten Sektors werden. Bottom of the Pyramid-Ansatz-Märkte können nicht bloß dem "Reich" der Corporate Social Responsibility (CSR) überlassen werden.

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

Forum Forumsdiskussionen über Bottom of the Pyramid-Ansatz. Unten können Sie eine Frage zu diesem Thema stellen, Ihre Erfahrungen teilen, eine neue Entwicklung melden oder etwas erklären. Starten Sie ein neues Thema über Bottom of the Pyramid-Ansatz Teilen Sie hier Ihr Wissen (oder stellen Sie eine Frage)   🔥 NEU Aktuelles Buch zur "Base of the Pyramid / Bottom of the Pyramid" Die aktuelle Neuerscheinung „Multinationale Unternehmen und die ‚Base of the Pyramid‘ - Neue Perspektiven von Corporate Citizenship und Nachhaltiger Entwicklung“ diskutiert die Einbindung armer Bevölk... 6   Base of the Pyramid / Bottom of the Pyramid? Das BoP-Konzept wurde ursprünglich unter der Bezeichnung „Bottom of the Pyramid“ von Prahalad und Hart, die dieses Konzept in einem Arbeitspapier aus dem Jahr 1998 einführten, geprägt. 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Informationsquellen Verschiedene Informationsquellen zu Bottom of the Pyramid-Ansatz. Hier finden Sie Powerpoints, Videos, Nachrichten usw., die Sie in Ihren eigenen Vorträgen und Workshops verwenden können. BOP is at Best a Harmless Illusion and Potentially a Dangerous Delusion BOP Critics Poor people – at the bottom of the pyramid (BOP) - represent a very attractive market opportunity. The 'BOP proposition'... Reverse Innovation Understanding Reverse Innovation, Innovation Strategy, Emerging Markets, BOP Professor Vijay Govindarajan, a leading expert on innovation strategy explains the concept of Reverse Innovation. "Reve... Perspective: Biography Prahalad (1941-2010) Developing a Broader Perspective towards the Ideas of Prahalad A short biography on C.K. Prahalad's career and ideas.... Bottom of the Pyramid Diagram Alleviating World Poverty by Involving the Prviate Sector Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in ... Risk Management in Agricultural Lending Agricultural Risk Management, Micro Finance, Bottom of the Pyramid, Agriculture Risk Management Presentation about Risk Management, especially focused on the Risks in Agricultural Lending. The presentation includes t... Interview with Prahalad about Assumptions in Bottom of the Pyramid (BOP) Thinking Errors to Avoid in BOP Strategy Interview with business guru C.K. Prahalad on "The Unexplored Last Market". In this short video, Prahalad explains 3 wr...

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