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Saturday, February 28, 2004

C.K.Prahalad's latest book on Fortune at the bottom of the pyramid Via Rajesh

Knowlegde at wharton profiles the lastest CKP bookA central point in The Fortune at the Bottom of the Pyramid is that the effort to help the poorest people can be successful across different countries and different industries ranging from health care and finance to fast-moving consumer goods and energy. The exceptions, Prahalad notes, are countries that are essentially lawless, like Somalia and the Congo, and industries that are among the most basic, particularly some of the purely extractive industries that employ many people but have little incentive or ability to empower them. Otherwise, Prahalad says, his approach “can work 90% of the time.” CKP cites the following:Hindustan Lever Ltd., one of Unilever’s largest subsidiaries, has been among the most effective consumer brand companies in reaching the poorest of the poor in India and other developing countries. It is India ’s largest exporter of branded consumer products and Forbes Global has named it the “best consumer households company worldwide.” The company’s experience marketing two of the most basic consumer staples – salt and soap – illustrates some of the innovative approaches necessary to sell successfully to the bottom of the pyramid.
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