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 learned about competing and profiting 'at the bottom of the pyramid.' Prahalad outlines the latest strategies and tactics that companies are utilizing to succeed in the developing world. He interviews several innovative CEOs to discuss what they've learned from their own initiatives, including the Unilever business leader who's built a billion-dollar business in India. You'll find a new case study on Jaipur Rugs' innovative new global supply chain; updates to earlier editions' key cases; and up-to-the-minute information on the evolution of key industries such as wireless, agribusiness, healthcare, consumer goods, and finance. Prahalad also offers an up-to-date assessment of the key questions his ideas raised: 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.
An all-new edition of the breakthrough guide to building winning businesses in the world's poorest communities
This Fifth Anniversary Edition Prahalad thoroughly updates his book to reveal all that's been learned about competing and profiting 'at the bottom of the pyramid.'
Preface xiii
Guide to Readers xx
Part I Private Sector and Poverty: Progress During 2004-2009 1
New Introduction: Private Sector and Poverty: Progress During 2004-2009 3
Part II The Original Text of the Book 25
Chapter 1 The Market at the Bottom of the Pyramid 27
Chapter 2 Products and Services for the BOP 47
Chapter 3 BOP: A Global Opportunity 73
Chapter 4 The Ecosystem for Wealth Creation 89
Chapter 5 Reducing Corruption: Transaction Governance Capacity 103
Chapter 6 Development as Social Transformation 125
Part III CEO Reactions to the Concept and the Book 141
Microsoft 143
Bharti Airtel--Empowering the Villages of India 145
Reuters Market Light and The Fortune at the Bottom of the Pyramid 147
Royal DSM 151
ING 153
GlaxoSmithKline 157
Unilever 159
Philips Electronics--Improving Health and Well-Being at the Base of the Pyramid 161
University of Maastricht 165
Acumen Fund 169
Part IV Case Studies and CEO Comments 171
Jaipur Rugs: Connecting Rural India to Global Markets 175
Casas Bahia: Retail for the Poor 207
CEMEX: Homes for the Poor 219
Hindustan Unilever: Lifebuoy Soap 249
Hindustan Unilever: Iodized Salt (Annapurna Salt) 261
Jaipur Foot: Prosthetics for the Poor 275
Aravind Eye Care: The Most Precious Gift 283
ICICI: Financial Services for the Poor 299
ITC e-Choupal: Technology for the Poor 321
Voxiva: Health Alerts for All 345
E+Co: Energy for Everyone 357
Biographies of the Researchers and Writers of the Success Case Studies from The Fortune at the Bottom of the Pyramid 373
Part V Video Clips (links)
Jaipur Rugs
Casas Bahia
CEMEX
Annapurna Salt
Hindustan Lever Limited
Jaipur Foot
Aravind Eye Care
ICICI Bank
ITC e-Choupal
EID Parry
Voxiva
E+Co/Tecnosol
Andhra Pradesh
Index 385
“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...
Five 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.
The 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.
C.K. Prahalad is Paul and Ruth McCracken Distinguished University Professor of Strategy at the Ross School of Business, The University of Michigan. He is a globally recognized management thinker. Times of London and Suntop Media elected him as the most influential management thinker alive today in 2007. He is coauthor of bestsellers in management such as Competing for the Future, The Future of Competition, and The New Age of Innovation. He has won the McKinsey Prize for the best article four times. He has received several honorary doctorates, including one from the University of London and the Stevens School of Technology. He has worked with CEOs and senior management at many of the world’s top companies. He is also a member of the Board of NCR Corporation, Pearson PLC., Hindustan Unilever Ltd., The World Resources Institute, and The Indus Entrepreneurs (TiE).
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