Fortune at the Bottom of the Pyramid: An Alternative Perspective

Anand Jaiswal

No WP2007-07-13, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

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.

Date: 2007-07-13
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