The Fortune at the Bottom of the Pyramid

C.K. Prahalad

This book is the result of a body of work concerned with the strategic alignment of business and social concerns. The central premise is that there doesn't have to be a disparity between business success and the alleviation of poverty. Quite the contrary; businesses can align themselves

He shows how companies can create value, business and social, by understanding the distinct market dynamics in the developing world, doing what businesses do best - employing a classic business approach that applies enterprise-based solutions to pressing needs. The starting proposition is this - if we start recognizing the poor as creative entrepreneurs and value-conscious consumers, a whole new world of opportunity will open up.

The book is divided into two parts. The first, a mixture of theory and practical information, develops a framework for the engagement by organizations with the bottom of the pyramid, for a profitable win-win situation. The second section provides 12 case-study examples of successful innovations at the bottom of the pyramid, spanning a wide range of industries and representing a variety of countries, and is accompanied by a CDrom of video stories. These case studies are detailed and provide the reader with applicable knowledge of how to make an assessment about the way go about innovating at the bottom of the pyramid.

Strongly grounded in intellectual arguments, though undoubtably with emotional arguments running as a strong undercurrent. The Fortune at the Bottom of the Pyramid is engaging and persuasive. Clear and easy to read, it is demonstrative of the potential of the opportunities available. Prahalad, assured in the belief that the elimination of poverty and deprivation is possible by 2020, is positive and forward thinking. This book contains much of use to CR practitioners, with elements that you can immediately implement into your day-to-day work, and also information to inform your longer-term view of CR.

www.bsr.org