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Base della Piramide
(C.K. Prahalad)

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Riassunto

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.
 


Base della Piramide

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


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argomento Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets
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argomento Developing and Exporting Ideas From BOP Countries
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Consigli degli Esperti

Approfondimenti avanzati sul Bottom of the Pyramid (Inglese). Qui troverai consigli professionali di esperti.


Subject

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...
Subject

Bottom of the Pyramid Pitfalls

Avoid these Problems when you're Building a BoP-Business
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Is your Firm Ready to Enter into BoP Markets?

BOP Self-Questionnaire
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Bottom of the Pyramid in Financial Services

Microfinance Strategy
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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...
Subject

Innovation Principles Behind Bottom of the Pyramid Strategies

BOP Strategy Focus Points
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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...
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Bottom of the Pyramid Commercial infrastructure

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Going Global: Adaptation of Marketing Mix Components

Marketing Strategy, Global Marketing, International Marketing, Marketing Mix, 4Ps
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Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets

Bottom of the Pyramid, Consumer Behavior, Consumer Marketing
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Marketing for the BOP market

Segmentation
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Examples of Bottom of the Pyramid Strategies

Strategy, Marketing, Innovation
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How BOP Countries Can Disrupt Western Markets

Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy
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BOP Success Cases

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Articolo

BOP is at Best a Harmless Illusion and Potentially a Dangerous Delusion

BOP Critics
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Video

Reverse Innovation

Understanding Reverse Innovation, Innovation Strategy, Emerging Markets, BOP
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Perspective: Biography Prahalad (1941-2010)

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Presentazione

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 ...
Presentazione

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...
Video

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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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  |  Marketing & Vendite  |  Strategia e Innovazione


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