Bottom of the Pyramid
(C.K. Prahalad)

ナレッジセンター

Bottom of the Pyramidは何であるか。 記述

(経済的な)ピラミッドの底は1日あたりのより少しにより$2に住んでいる4,000,000,000人から成っている。 50年以上、世界銀行の、供給の国家、様々な援助代理店、中央政府および、最近、市民社会の組織すべてのために最もよいしてしまった、しかし彼らは窮乏を根絶してなかった。

このfrustrating事実、C.K. Prahaladをわかっている彼の本を始める: 簡単なけれども革命的な提案の「The Fortune at the Bottom of the Pyramid」: 私達が犠牲者または重荷として貧乏人について考えることを止め、弾力性のあり、創造的な企業家および価値意識した消費者としてそれらを確認し始めれば機会の全新しい世界は開発する。

Prahaladは,000,000,000人の貧乏人が全体的な貿易および繁栄の次のラウンドのエンジンである場合もある提案し革新の源である場合もある。 Bottom of the Pyramidの顧客に役立つことは大きい会社が市民社会の組織および地方自治体を共同して使用するように要求する。 なお、Bottom of the Pyramidの市場開発はまた草の根で何百万の新しい企業家を水平に創造する。
 

Prahaladは含まれる党がである社会的な変形(数字、数値)の方のCo-Creationの解決として窮乏の問題の解決に関する彼の新しい眺めを示すおよび経済開発:

• 民間企業
• 開発および援助代理店
• Bottom of the Pyramidの消費者
• Bottom of the Pyramidの企業家
• 市民社会の組織および地方自治体

Bottom of the Pyramidの市場のための革新の12の原則

PrahaladはBottom of the Pyramidの市場のためのプロダクトそしてサービスを創造するために次のブロックを提供する:

1. (大飛躍)価格のパフォーマンスの焦点。
2. 雑種の解決、古く、新技術を混ぜる。
3. 国、文化および言語を渡るScaleableそして運送可能な業務。
4. 減らされた資源の強度: eco友好的なプロダクト。
5. 根本的なプロダクトデザイン変更最初から: ある西側プロダクトへの最底限の変更は働かない。
6. 造りの記号論理学および製造する下部組織。
7. Deskill (サービス)の仕事。
8. (プロダクト使用法のsemiliterate)顧客を教育しなさい。
9. プロダクトは敵の環境ではたらかなければならない: 騒音、塵、unsanitary条件、濫用、電気停電、水質汚染。
10. 異質消費者基盤への適応可能なユーザ・インタフェース。
11. 分散方式は非常に分散させた田園市場および非常に密な都市市場に両方達するように設計されているべきである。
12. 新しい特徴の広い建築、可能にするで速く、容易な結合の焦点。

Bottom of the Pyramidの起源。 歴史

彼の2005本の前に、Prahaladは窮乏の軽減についてのこのframeworkに関する2つの記事を出版した:

• 2002年1月: Stu HartのThe Fortune at the Bottom of the Pyramid (Strategy+Business)、
• 2002年9月: 世界の貧乏人、アレンHammondとのServe the World's Poor， Profitable (Harvard Business Review)に、役立ちなさい

Bottom of the Pyramidの使用法。 適用

• このframeworkはBottom of the Pyramidを変形させるためのマーケティングの生態系を造ることの民間部門のより活動的な介入に原動力を提供する。
• 長持ちの確信、仮定およびイデオロギーを再考し、変える助け。
• 成長プロダクトで糸口およびBottom of the Pyramidの消費者にサービスを提供する。

Bottom of the Pyramidの考えることの強さ。 利点

PrahaladによるBottom of the Pyramidのアプローチの最も大きい強さは、長持ちの確信を再考し、変えるのを助けるそれ仮定およびすべて基づき、犠牲者および重荷の考えを支えているイデオロギーある、:

• Bottom of the Pyramidにお金がある: それは実行可能な市場である。
• Bottom of the Pyramidの市場へのアクセスは必ずしも困難でない。 Avon ladiesのアプローチのような独創的なアプローチは働くかもしれない。
• 貧乏人は非常にブランド意識している。
• Bottom of the Pyramidの市場は接続された(携帯電話、TVのインターネット)。
• Bottom of the Pyramidの消費者は先端技術の方に非常に開いている。

Bottom of the Pyramidの仮定。 条件

1. 貧乏人は民間部門の活動的な介入と全体的な品質規格を表すサービスおよびプロダクトへのアクセスなしでグローバル化の利点に加わることができない。
2. Bottom of the Pyramidの市場は革新の民間部門そしてフォーラムに新しい成長の機会を提供する。 古く、実証済みの解決はBottom of the Pyramidで市場を創造できない。
3. Bottom of the Pyramidの市場は仕事と民間部門の基幹的事業の重要部分にならなければならない。 Bottom of the Pyramidの市場はCorporate Social Responsibility (CSR)の率先の王国にただ任せることができない。

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

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エキスパートのヒント メンバーになろう Bottom of the Pyramidについての高度な洞察（英語）。ここには専門家による専門的なアドバイスがあります。 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 (...)

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研究リンク メンバーになろう Bottom of the Pyramidに関する他の有用な情報源に自動的にジャンプします。 ニュース 動画 プレゼンテーション 書籍 もっと

Bottom of the Pyramidをと比較した:  Diamond Model  |  Cultural Dimensions  |  Strategic Intent  |  Co-Creation  |  Business Process Reengineering

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