I Botten på Pyramiden (Prahalad)
(C.K. Prahalad)

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I Botten på Pyramiden (Prahalad)

Vad är Bottom of the Pyramid, (I botten på pyramiden)? Beskrivning

I botten av (den ekonomiska) pyramiden består av 4 miljarder personer som lever på mindre än $2 per dag. I mer än 50 år har, Världsbanken, donerande länder, olika biståndsorganisationer, nationella myndigheter och nyligen, civila samhällsorganisationer har alla gjort efter deras bästa förmåga, men de har varit oförmögna att utrota fattigdomen.


Medveten om detta frustrerande faktum, påbörjade C.K. Prahalad sin bok: "The Fortune at the Bottom of the Pyramid" med ett enkelt dock omvälvande förslag: Om vi slutar att tänka på den fattige som ett offer eller som en börda och startar erkänna dem som spänstiga och kreativa entreprenörer och värdesmedvetna konsumenter, kommer en helt ny värld av möjligheter att öppna sig.

Prahalad föreslår att fyra miljarder fattiga kan vara motorn för nästa runda av global handel och välstånd och kan vara en källa till innovationer. Att tjäna kunderna I botten av pyramiden kräver att stora företag fungerar i samarbete med civila samhällsorganisationer och lokala regeringar. Dessutom kommer marknadsutveckling som är längst ner i pyramiden också, att skapa miljoner av nya entreprenörer på gräsrotsnivån.
 

Prahalad presenterar hans nya vy angående lösningen till problemet av fattigdom som en Co-Creation samverkanslösning mot ekonomisk utvecklings- och samhällsomformning (figur), och de involverade parterna är:

  • Privata företag
  • Utvecklings- och biståndsorganisationer
  • I botten på pyramidenkonsumenter
  • I botten på pyramiden entreprenörer
  • Civila samhällsorganisationer och lokala regeringar

12 principer av innovation för I botten av pyramidenmarknader

Prahalad tillhandahåller följande byggnadsblock för att skapa produkter och tjänster för I botten på pyramidenmarknader:

  1. Fokusera på (stora hopp i) pris och prestanda.
  2. Hybrid- lösningar och att blanda gammal och ny teknologi.
  3. Skalbara och transporterbara verksamheter mellan länder, kulturer och språk.
  4. Minskad resursåtgång och påverkan på miljön: miljö-vänliga produkter.
  5. Radikala produkt revideringar från början: marginella förändringar till existerande västprodukter kommer inte att fungera.
  6. Logistiska och infrastrukturer för tillverkning.
  7. Eliminera vissa (tjänster) och arbeten.
  8. Utbilda kunder (både teoritiskt och praktiskt) i produktanvändning.
  9. Produkter måste fungera i ovänliga miljöer som: oväsen damm, osanitära villkor, missbruk, elektrisk utsläckning, vattenföroreningar.
  10. Det anpassningsbara användargränssnitt för heterogena konsumentbehov.
  11. Fördelningsmetoder bör designas för att nå både mycket utspridda marknader på landet och tättbefolkade stadsmarknader.
  12. Fokusera på en bred arkitektur, möjliggör för en snabb och lätt inkorporering av nya förutsättningar.

Ursprunget till I botten av pyramiden. Historia

Före hans bok år 2005, publicerade Prahalad två artiklar angående detta ramverk om att minska på fattigdomen:

  • Jan 2002: The Fortune at the Bottom of the Pyramid (Strategy+Business), med Stu Hart
  • Sep 2002: Serve the World's Poor Serve the World's Poor, Profitable (Harvard Business Review), med Allen Hammond

Användningen av i botten på pyramiden modellen. Användningsområden

  • Detta ramverk ger en energi i riktning för en aktivare medverkan av den privata sektorn i byggandet av marknadsekosystem för att omforma den s.k I botten av pyramiden.
  • Hjälp som omprövar och ändrar de övertygelser, antaganden och ideologier som man sedan länge hållt fast vid.
  • Ger ledtrådar på utvecklingsprodukter och tjänster för I botten av pyramiden konsumenter.

styrkor med I botten av Pyramiden tänkande. Fördelar

De största styrkorna med "I botten på pyramiden angreppssättet presenterat av Prahalad är att det hjälper till att ompröva och ändra sedan länge fasthållna övertygelser, antaganden och ideologier, och som alla baserar sig på offer och belastningstänkande:

  • Det finns pengar längst ner i botten av pyramiden: det är en livsduglig marknad.
  • Att få tillgång till I botten av pyramidenmarknader är inte nödvändigtvis så svårt. konventionell metod typ den som "Avon ladies" använde på 1970-talet med direktförsäljning kan kanske fungera.
  • De fattiga är mycket varumärkesmedvetna.
  • I botten på pyramidenmarknaden har varit uppkopplad med t.ex. (mobiltelefoner, TV, Internet).
  • I botten av pyramidenkonsumenter är mycket öppna för ny och avancerad teknologi.

Antaganden med I botten av pyramiden. Villkor

  1. Fattiga kan inte delta i fördelarna med globaliseringen utan aktiv medverkan av den privata sektorn och utan att få tillgång till produkter och tjänster som representerar globala kvalitetsstandarder.
  2. I botten på pyramidenmarknaden ger en ny tillväxtmöjlighet för den privata sektoren och ett forum för innovationer. Gamla och redan beprövade lösningar kan inte skapa marknader som är längst ner i pyramiden.
  3. I botten av pyramidenmarknader måste bli en väsentlig del av arbete och av kärnverksamheten i den privata sektorn. I botten på pyramidenmarknader kan inte bara lämnas till sfären av Socialt ansvarstagande företaget (CSR) insatser.

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


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Increase the Whole Pyramid
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Bottom of the Pyramid Concept by CK Prahalad is Profound
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Why Informal Economies can Become Larger than Illegal Economies
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Definition of Informal Economy
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Rural Marketing - Rural (Tourism) Marketing
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Effective Humanitairian Aid to BOP Countries: The Case of Haiti
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Relations Between Informal & Formal Sector
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Improving the Lot of People at Bottom of the Pyramid (BOP) Takes More
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Bottom of Pyramid and Network Marketing Hybrid Plan
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Best Practices in Extending Medical Facilities to the Poor
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Community Marketing in Developing Countries
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Best Practices

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Are the Bottom of the Pyramid (BOP) Brand Conscious Consumers?
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Fighthing Corruption in Developing Countries. The Role of Leaders
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The Role of Government in Bottom of the Pyramid Thinking
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A Bottom of the Pyramid Solution Must Be High Tech, Low Cost and Mass Producible
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What is Jugaad? Meaning, Definitions and Examples
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Developing and Exporting Ideas From BOP Countries
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Lighting Up African Village Schools
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Experttips

Avancerad insikt om Bottom of the Pyramid (Engelsk). Här hittar du professionella råd från experter.


Organizing Large Corporations to Capture BOP Opportunities

Organizational Development, Best Practices
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Bottom of the Pyramid Pitfalls

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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

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Organizational Infrastructure to Address the Bottom of the Pyramid

OD, Organizational Development, Best Practices
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Base of the Pyramid Strategic Innovation

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

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Informationskällor

Olika informationskällor om I Botten på Pyramiden. Här hittar du powerpoints, videor, nyheter etc. som du kan använda i dina egna föreläsningar och workshops.


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

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Reverse Innovation

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Perspective: Biography Prahalad (1941-2010)

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Bottom of the Pyramid Diagram

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Risk Management in Agricultural Lending

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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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Jämför I botten av pyramiden med:   Diamond Model  |  Kulturdimensioner  |  Strategisk Intention, Strategisk Avsikt Hamel och Prahalad  |  Samskapande Prahalad och Ramaswamy  |  Business Process Reengineeringmetoden Hammer och Champy


Retur till Management Start: Etik och Ansvar  |  Marknadsföring och Försäljning  |  Strategi & Innovation


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