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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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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