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Fortune at the Bottom of the Pyramid: An Alternative Perspective

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  • Jaiswal, A. K.

Abstract

The Bottom of the Pyramid (BOP) has emerged as one of the dominant ideas in business. Cognizant of the overwhelming attention BOP has attracted and its potential impact on the billions of the poor and on managerial practices, the author analyzes the different aspects of BOP approach on how large corporations can serve low income customers profitably. An attempt is made to provide an alternate perspective on the BOP concept. I argue for the facilitation of selective consumption by the poor by avoiding their undesirable inclusion (marketing products that are not likely to enhance their wellbeing or products that are likely to be abused by them) and exclusion (not offering products that are likely to enhances their wellbeing) in target market selection decisions by the private sector organizations. A framework is presented for assessing the appropriateness of large corporations’ participation in BOP markets. I also emphasize the need to strengthen the role of the poor as a producer for rapid poverty alleviation.

Suggested Citation

  • Jaiswal, A. K., 2007. "Fortune at the Bottom of the Pyramid: An Alternative Perspective," IIMA Working Papers WP2007-07-13, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp02051
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    File URL: https://www.iima.ac.in/sites/default/files/rnpfiles/2007-07-13Jaiswal.pdf
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    References listed on IDEAS

    as
    1. Jandhyala Tilak, 2002. "Education and Poverty," Journal of Human Development and Capabilities, Taylor & Francis Journals, vol. 3(2), pages 191-207.
    2. Dixit, M. R. & Girja Sharan, 2007. "Leveraged Innovation Management: Key Themes from the Journey of Dewrain Harvest Systems," IIMA Working Papers WP2007-01-04, Indian Institute of Management Ahmedabad, Research and Publication Department.
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    Cited by:

    1. Vamsidhar Reddy, T.S. & Hall, Andy & Sulaiman V., Rasheed, 2010. "New Organisational and Institutional Vehicles for Managing Innovation in South Asia: Opportunities for Using Research for Technical Change and Social Gain," MERIT Working Papers 2010-054, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    2. Mario Pansera & Fabien Martinez, 2017. "Innovation for development and poverty reduction: an integrative literature review," Post-Print hal-02887777, HAL.
    3. Volkert Jürgen, 2009. "Unternehmen als Agenten der Armutsüberwindung und Entwicklung. Ihr Beitrag aus Sicht von Ordoliberalismus und Capability-Ansatz / Corporate potentials to fight poverty and foster human development. Or," ORDO. Jahrbuch für die Ordnung von Wirtschaft und Gesellschaft, De Gruyter, vol. 60(1), pages 389-414, January.
    4. Arora, Saurabh & Romijn, Henny, 2009. "Innovation for the base of the pyramid: Critical perspectives from development studies on heterogeneity and participation," MERIT Working Papers 2009-036, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).

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