The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits (Revised and Updated 5th Anniversary Edition)
Drawing on Prahalad's breakthrough insights in The Fortune at the Bottom of the Pyramid, great companies worldwide have sought to identify, build, and profit from new markets amongst the world's several billion poorest people, while at the same time helping to alleviate poverty. Five years after its first publication, this book's ideas are no longer "theory": they are proven, profitable reality. In the 5th Anniversary Edition, Prahalad thoroughly updates his book to reveal all that's been...
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“C.K. Prahalad argues that companies must revolutionize how they do business in developing countries if both sides of that economic equation are to prosper. Drawing on a wealth of case studies, his compelling new book offers an intriguing blueprint for how to fight poverty with profitability.”—Bill Gates, Chairman and Chief Software Architect, Microsoft (2004)An idea can change the world... How to serve the world’s poorest people and make a profit New strategies and tactics for building winning businesses in today’s emerging markets New bottom of the pyramid trends in technology, healthcare, consumer goods, finance, and beyond Insights from top CEOs succeeding in emerging markets New and updated case studies—from Jaipur Rugs’ revolutionary supply chain to Reuters’ data services for farmersFive years ago, C.K. Prahalad’s The Fortune at the Bottom of the Pyramid showed companies how they could reignite profits and growth by serving the world’s five billion poorest people. Hundreds of firms have successfully taken that path—building large, profitable businesses that are reducing poverty and eliminating human misery at the same time.Now, Prahalad has updated his extraordinary book to reflect the lessons of the past five years: business-building strategies, techniques, and innovations proven to work in emerging markets. The fortune at the bottom of the pyramid: doing well by doing good or doing good by doing well!Inspired by C.K. Prahalad’s breakthrough insights in the original edition of The Fortune at the Bottom of the Pyramid, a wide variety of firms are identifying, building, and profiting from new markets among the world’s poorest people—while at the same time helping eliminate poverty and human misery. Five years after this book’s first publication, Prahalad’s ideas are no longer isolated instances of innovations. They are proven, widely practiced “reality.”In this 5th Anniversary Edition, Prahalad updates his book to give readers a picture of how this idea is being implemented in poor regions around the world.Prahalad also offers an up-to-the-minute assessment of key questions such as: Is there truly a market? Is there scale? Is there profit? Is there innovation? Is this a global opportunity? Five years ago, executives could be hopeful that the answers to these questions would be positive. Now, as Prahalad demonstrates, they can be certain of it. Solving the unique problems faced by bottom of pyramid customersHow to make a profit by helping people escape poverty and misery Breakthrough forms of innovation for emerging marketsFrom rugs to cellphones, finance to energy, supply chains to state-of-the-art technology Building new ecosystems for wealth creationYou can’t do it alone—but you can do it together Scaling up to impact the enterprise—and societyBeyond “micro-businesses” and prototypes: large presence, large winsThe CD included with the book includes video case studies and three bonus PDF case studies. Bonus videos and case studies, in addition to those on the CD, can be found on the book's website, www.whartonsp.com/prahalad.
Preface xiiiGuide to Readers xxPart I Private Sector and Poverty: Progress During 2004-2009 1New Introduction: Private Sector and Poverty: Progress During 2004-2009 3Part II The Original Text of the Book 25Chapter 1 The Market at the Bottom of the Pyramid 27Chapter 2 Products and Services for the BOP 47Chapter 3 BOP: A Global Opportunity 73Chapter 4 The Ecosystem for Wealth Creation 89Chapter 5 Reducing Corruption: Transaction Governance Capacity 103Chapter 6 Development as Social Transformation 125Part III CEO Reactions to the Concept and the Book 141Microsoft 143Bharti Airtel—Empowering the Villages of India 145Reuters Market Light and The Fortune at the Bottom of the Pyramid 147Royal DSM 151ING 153GlaxoSmithKline 157Unilever 159Philips Electronics—Improving Health and Well-Being at the Base of the Pyramid 161University of Maastricht 165Acumen Fund 169Part IV Case Studies and CEO Comments 171Jaipur Rugs: Connecting Rural India to Global Markets 175Casas Bahia: Retail for the Poor 207CEMEX: Homes for the Poor 219Hindustan Unilever: Lifebuoy Soap 249Hindustan Unilever: Iodized Salt (Annapurna Salt) 261Jaipur Foot: Prosthetics for the Poor 275Aravind Eye Care: The Most Precious Gift 283ICICI: Financial Services for the Poor 299ITC e-Choupal: Technology for the Poor 321Voxiva: Health Alerts for All 345E+Co: Energy for Everyone 357Biographies of the Researchers and Writers of the Success Case Studies from The Fortune at the Bottom of the Pyramid 373Part V Video Clips (on CD)Jaipur RugsCasas BahiaCEMEXAnnapurna SaltHindustan Lever LimitedJaipur FootAravind Eye CareICICI BankITC e-ChoupalEID ParryVoxivaE+Co/TecnosolAndhra PradeshIndex 385
