Base della Piramide
(C.K. Prahalad)

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Riassunto

Base della Piramide

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


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Community Marketing in Developing Countries
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Consigli degli Esperti

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


Organizing Large Corporations to Capture BOP Opportunities

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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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