Geography

Transforming innovation and development practice in the global south?: Myths, realities and the prospects for base-of-the-pyramid approaches

Document Type

Book Chapter

Abstract

This chapter outlines the base-of-the-pyramid (BoP) approach, emphasising the '12 Principles for Innovation’, as described by C. K. Prahalad. It focuses on three myths built into these innovation principles- the consumer education myth, the emptiness myth, and the scale and transferability myth-are confronted through detailed discussions showing how the assumptions behind them fail to address the realities of consumers, markets, enterprises and entrepreneurs in developing countries. The chapter deals with a synthesis of these analyses, comments about why BoP thinking is important to consider, and with recommendations about how BoP strategies might be transformed so that they more effectively contributes to sustainable development and poverty alleviation programmes. BoP thinking seeks to transform the relationships between multinational corporations and poor people in the Global South through a dramatic reframing of growth and innovation strategies at the corporate level. Innovation in BoP markets requires significant investments in educating customers on the appropriate use and the benefits of specific products and services.

Publication Title

Sustainability Challenges and Solutions at the Base of the Pyramid: Business, Technology and the Poor

Publication Date

1-1-2017

First Page

412

Last Page

429

ISBN

9781906093112

DOI

10.4324/9781351279888-24

Keywords

consumer education myth, emptiness myth, scale and transferability myth, consumers, markets

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