Bas de la Pyramide
(C.K. Prahalad)

Centre de Connaissances

Qu'est-ce que le Bas de Pyramide ? Description

La base de la pyramide (économique) comprend 4 milliards de personnes vivant avec moins de $2 par jour. Pendant plus de 50 ans, les nations donatrices; La Banque Mondiale, diverses agences d'aide, des gouvernements nationaux et récemment, des organisations de la société civile ont tous fait de leur mieux, mais ils ont été incapables de supprimer la pauvreté.

Bien informé de cette situation frustrante, C.K. Prahalad commence son livre : « The Fortune at the Bottom of the Pyramid » avec une proposition simple pourtant révolutionnaire : Si nous cessons de penser les pauvres comme des victimes ou comme un fardeau et commençons à les identifier comme entrepreneurs souples et créatifs et comme consommateurs conscients des valeurs, un nouveau monde d'opportunités s'ouvrira.

Prahalad suggère que quatre milliards de pauvres puissent être le moteur du prochain round du commerce global et de la prospérité, et peut être une source d'innovations. Servir les clients du Bas de la Pyramide exige que les grandes entreprises fonctionnent en collaboration avec des organisations de la société civile et des gouvernements locaux. En outre, le développement du marché au Bas de la Pyramide créera également des millions de nouveaux entrepreneurs au niveau de la base.
 

Prahalad présente sa nouvelle vue concernant la résolution du problème de la pauvreté comme une solution de Co-Création vers le développement économique et la transformation sociale (figure), dont les parties concernées sont :

• Entreprises privées
• Agences de développement et d'aide
• Consommateurs du Bas de la Pyramide
• Entrepreneurs du Bas de la Pyramide
• Organisations de la société civile et gouvernement local

12 principes d'innovation pour les marchés du Bas de la Pyramide

Prahalad fournit les modules suivants pour créer des produits et des services pour les marchés du Bas de la Pyramide :

1. Ciblez sur (saut de quantum) la performance des prix.
2. Solutions hybrides, mélangeant technologie ancienne et nouvelle.
3. Opérations graduées et transposables à travers les pays, les cultures et les langues.
4. Intensité réduite des ressources : produits écologiques.
5. Redesign radical de produits du début : Des changements marginaux aux produits occidentaux déjà existants ne fonctionneront pas.
6. Construire des infrastructures pour la logistique et la fabrication.
7. Déqualification du Travail (des services).
8. Instruire les clients (semi-lettrés) à l'utilisation des produits.
9. Les produits doivent fonctionner dans des environnements hostiles : bruit, poussière, conditions antihygiéniques, abus, coupures électriques, pollution de l'eau.
10. Interface utilisateur capable de s'adapter aux bases hétérogènes des consommateurs.
11. Les méthodes de distribution devraient être conçues pour atteindre les marchés ruraux fortement dispersés et les marchés urbains à haute densité.
12. Ce concentrer sur une architecture large, facilitant l'incorporation rapide de nouveaux dispositifs.

Origine du Bas de la Pyramide. Histoire

Avant son livre de 2005, Prahalad a édité deux articles concernant le fondement de l'allégement de la pauvreté :

• Jan. 2002 : The Fortune at the Bottom of the Pyramid (Strategy + Business), avec Stu Hart
• Sep. 2002 : Servir les plus pauvres du monde, Serve the World's Poor, Profitable (Harvard Business Review), avec Allen Hammond

Utilisation du Bas de la Pyramide. Applications

• Ce fondement fournit l'impulsion pour une participation plus active du secteur privé en construisant les écosystèmes de vente pour transformer le Bas de la Pyramide.
• Aide à reconsidérer et à changer les convictions, suppositions et idéologies qui datent.
• Fournit des indices sur les produits de développement et les services pour les consommateurs du Bas de la Pyramide.

Points forts de la pensée du Bas de la Pyramide. Avantages

Les plus grands points forts de l'approche du Bas de la Pyramide par Prahalad sont, qu'elle aide à reconsidérer et à changer les convictions, suppositions, et idéologies qui n'ont que trop durée, et supportent la pensée de les considérer comme victimes et fardeau :

• Il y a de l'argent au Bas de la Pyramide : c'est un marché viable.
• L'accès aux marchés du Bas de la Pyramide n'est pas nécessairement difficile. Les approches peu usuelles telles que l'approche d'Avon ladies peuvent fonctionner.
• Les pauvres sont très conscient des marques.
• Le marché du Bas de la Pyramide est connecté (téléphones portables, TV, Internet).
• Les consommateurs de Bas de la Pyramide sont très ouverts à la technologie de pointe.

Acceptations du Bas de la Pyramide. Conditions

1. Les pauvres ne peuvent pas participer aux avantages de la globalisation sans une participation active du secteur privé et sans accès aux produits et aux services qui représentent des standards de qualité globaux.
2. Le marché du Bas de la Pyramide présente un nouveau moyen d'évolution du secteur privé et d'un forum pour les innovations. Les vieilles solutions éprouvées ne peuvent pas créer des marchés au Bas de la Pyramide.
3. Les marchés du Bas de la Pyramide doivent devenir partie intégrante du noyau d'activités du secteur privé. Les marchés du Bas de la Pyramide ne peuvent pas simplement être laissés au royaume des initiatives du "Corporate Social Responsibility" (CSR).

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

Forum Discussions du forum sur Bas de la Pyramide. Ci-dessous, vous pouvez poser une question sur ce sujet, partager vos expériences, signaler un nouveau développement ou expliquer quelque chose. Commencer un nouveau sujet sur Bas de la Pyramide Partagez vos connaissances ici (ou posez une question)   🔥 NOUVEAU Les Douze Principes S'appliquent à la Micro-assurance En afrique, le taux de pénétration de l'assurance classique ne dépasse pas 1%. La raison en est que les proDuits d'assurance actuellement commercialisés ont été conçus pour le consommateur occidental ... 1   Increase the Whole Pyramid It is easy to imagine that if someone moves up to the top, another one will move in the opposite direction, that is down to the bottom. This happens when the pyramid does not grow in its volume. Since... 12   1 commentaires 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.... 11   1 commentaires 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 sm... 10   1 commentaires 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.... 10   2 commentaires 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 ... 10   1 commentaires 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 ... 9   1 commentaires 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 re... 8   Responsibility of International Corporations Large corporations such as Nestle and Exxon mobile have traditionally supplied raw materials with a low price from developing countries, but they have shown only little amount of co-operation with l... 3   1 commentaires Rural Marketing - Rural (Tourism) Marketing How is rural tourism marketing different? How can rural tourism be used as an effective tool to remove unemployment of rural people?... 3   5 commentaires 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 outside a def... 3   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 ... 3   Problems 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 req... 3   1 commentaires 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 m... 3   2 commentaires Effective Humanitairian Aid to BOP Countries: The Case of Haiti Haiti has once again been hit hard, this time by a devastating hurricane named Matthew. The country – which is one of the poorest in the world – needs help from abroad, as their own chronic ineffectiv... 2   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 what extent th... 2   Improving the Lot of People at Bottom of the Pyramid (BOP) Takes More I don't subscribe to the view that the lot of 4 billion people at the BOP can be changed by above measures and initiative alone. Unless their basic daily needs of food, shelter, literacy and health ca... 2   2 commentaires Bottom of Pyramid and Network Marketing Hybrid Plan Being an entrepreneur and having very practical knowledge of sales and marketing and of challenges faced by the middle & lower middle class in our society (i.e. how to increase income or how to get ba... 2   4 commentaires 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 unconv... 1   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 c... 1   2 commentaires 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 resou... 0   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-mar... 0   Bottom of Pyramid People? Which class of people come under BOP?... -1   1 commentaires Bottom of the Pyramid (BOP) and Communication If the bottom of the pyramid is not connected with communication tools and media, how can marketers position their product to the BOP consumers (keeping in mind crisis of resources for further investm... -1

Meilleures Pratiques Les sujets les mieux notés sur Bas de la Pyramide. Vous trouverez ici les idées les plus précieuses et des suggestions pratiques. 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?... 47   6 commentaires 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 th... 25   94 commentaires 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... 19   5 commentaires 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 ma... 11   3 commentaires What is Jugaad? Meaning, Definitions and Examples What is the role of 'Jugaad' (Hindi term for innovative, improvising, lateral fixes and hacks using limited resources) within Bottom of the Pyramid thinking?... 10   4 commentaires Developing and Exporting Ideas From BOP Countries I have redesigned traditional hand-pumps and park equipments to work together. The result is a water lifting device which is twice as efficient as manual water pumps and has minimal operational costs.... 7   3 commentaires 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... 7   5 commentaires

Conseils d'Experts Idées avancées sur Bottom of the Pyramid (Anglais). Vous trouverez ici des conseils professionnels d'experts. Organizing Large Corporations to Capture BOP Opportunities Organizational Development, Best Practices To capture the gigantic opportunities and to deal with the immense complexities of the many emerging markets, C.K. Praha... Bottom of the Pyramid Pitfalls Avoid these Problems when you're Building a BoP-Business According to Ashish Karamchandani, Mike Kubzansky, and Nishant Lalwani ("The Globe: Is the Bottom of the Pyramid Really ... Is your Firm Ready to Enter into BoP Markets? BOP Self-Questionnaire In a recent article titled "The Globe: Is the Bottom of the Pyramid Really for You?" by Ashish Karamchandani, Mike Kubza... Bottom of the Pyramid in Financial Services Microfinance Strategy A success story of a BOP approach in financial services is the case of India-based 250M$ SKS Microfinance. In HBR June 2... Organizational Infrastructure to Address the Bottom of the Pyramid OD, Organizational Development, Best Practices In order to address the opportunities at the “Bottom of the Pyramid”, companies have to build an organizational infrastr... Innovation Principles Behind Bottom of the Pyramid Strategies BOP Strategy Focus Points The 12 principles of market innovation for the BOP are: 1. Focus on value, on delivering performance for the price 2. ... Base of the Pyramid Strategic Innovation Strategic innovation in developing markets In their article “Strategic Innovation at the Base of the Pyramid” (MIT Sloan Management Review, Fall 2007), Jamie Ander... Bottom of the Pyramid Commercial infrastructure BOP Commercial Strategy 1. “Creating Buying Power”, through access to credit and rise in income level to help the world’s poor Tier 4 consumers ... Going Global: Adaptation of Marketing Mix Components Marketing Strategy, Global Marketing, International Marketing, Marketing Mix, 4Ps As we all know, companies that conduct business internationally are often adapting their products to the markets served.... Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets Bottom of the Pyramid, Consumer Behavior, Consumer Marketing It is often assumed that the behavioral trends and practices of consumers in BOP-markets are the same as in developed ma... Marketing for the BOP market Segmentation The three steps to use for segmenting a BOP market are: 1. Create segments – Break down the largest group with an inter... Examples of Bottom of the Pyramid Strategies Strategy, Marketing, Innovation - Micro-credit: An example of the “Bottom of the Pyramid” is the growing micro-credit market in South Asia, especially i... How BOP Countries Can Disrupt Western Markets Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy After the Second World War, Japan started to develop fast as a result of their disruptive innovation strategy. This disr... BOP Success Cases BOP Strategy 1. Small-scale distributed energy solutions using renewable alternative resources such as biofuels for generation of ele...

Sources d'Information Diverses sources d'informations sur Bas de la Pyramide. Vous trouverez ici des powerpoints, des vidéos, des actualités, etc. à utiliser dans vos propres conférences et ateliers. 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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