M2W and the Bottom of the Pyramid

Ricardo Ernst () and Jerry Haar ()
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Ricardo Ernst: Georgetown University
Jerry Haar: Florida International University

Chapter 8 in From Me to We, 2022, pp 129-145 from Springer

Abstract: Abstract Perhaps no dimension of the transformation of business from a purely shareholder to a stakeholder focus (M2W) is more compelling and more vivid than that of the bottom of the pyramid (BOP). That segment of the wealth pyramid is the largest and poorest socioeconomic group worldwide. The bottom of the pyramid is precisely where M2W principles manifest themselves most clearly. As firms take ownership and accountability for the relationship with marginalized consumer segments of society, working with a range of stakeholders to do well and do good at the same time, more and more enterprises across the globe are shaping their commitments for greater involvement with this important, non-traditional segment of the market. The chapter addresses innovation, including reverse innovation, at the bottom of the pyramid, with examples from emerging markets.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-87424-7_8

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DOI: 10.1007/978-3-030-87424-7_8

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