Base della Piramide
(C.K. Prahalad)

Centro di Conoscenza

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

Discussioni Forum sul Base della Piramide. Inizia un nuovo argomento Condividi le tue conoscenze o fai una domanda   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 commenti 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 commenti 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 commenti 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 ... 10   1 commenti 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 commenti 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 commenti 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 commenti 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 commenti 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... 3   1 commenti 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   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 commenti 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 commenti 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 commenti 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 commenti 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   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   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 r... 0   Bottom of Pyramid People? Which class of people come under BOP?... -1   1 commenti 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

Migliori Pratiche Gli argomenti più votati su Base della Piramide. Qui troverai le idee più preziose e suggerimenti pratici. 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?... 48   6 commenti 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 commenti 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 commenti 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 commenti 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 commenti 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 commenti 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... 7   5 commenti

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

Fonti di Informazione Varie fonti di informazioni su Base della Piramide. Qui troverai powerpoint, video, notizie, ecc. da utilizzare nelle tue lezioni e seminari. 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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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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