New Markets, New Mindsets

by Ismail, Tashmia; Kleyn, Nicola; Ansell, Gwen; Hart, Stuart L.; Gordon, Michael

• ISBN13: 9781920292034
• ISBN10: 1920292039
• Format: Paperback
• Copyright: 2012-09-26
• Publisher: Jacana Media

Summary

The base of the pyramid (BOP)the largest socio-economic group, but which also has the lowest incomeis the subject of increasing attention in business practices worldwide, the current shift of which is toward creating a more sustainable market. That trend is thoroughly detailed in this helpful guide to understanding and succeeding in BOP business. Utilizing case studies from South Africa, the book demonstrates that in South Africa, around 60 percent of the population is not served or underserved by current business, with similar comparisons existing globally. The book offers strategies for tapping the significant new market both effectively and ethically, and showcases pioneering BOP businesses as well as the failuresgiving special focus to what makes an approach sustainable. Also included are interviews with more than 40 top players, and the case studies include Nestlé, Danone, Walmart, Blue Label Technologies, and Capitec.

Author Biography

Gwen Ansell is a freelance journalist, a media trainer, a consultant, and a visiting associate at the University of the Witwatersrand in Johannesburg, South Africa. She is a contributor to Business Day and the Mail & Guardian, a representative of the South African National Editors Forum Education and Training subcommittee, and a member of the Forum of African Investigative Reporters’ advisory board. She is the author of Introduction to Journalism and Soweto Blues. Tashmia Ismail is a fellow of the Maastricht Economic and Social Research and Training Centre on Innovation and Technology at United Nations University, and a senior lecturer at the University of Pretoria’s Gordon Institute of Business Science where she heads the Base of the Pyramid Hub program. Nicola Kleyn is a senior lecturer at the Gordon Institute of Business Science and is involved in the Base of the Pyramid Hub program. She has been awarded the University of the Witwatersrand’s Distinguished Teacher’s Award for the Faculty of Commerce and has published articles in the International Marketing Review, Journal of Business Ethics, Journal of Marketing Intelligence and Planning, and the South African Journal of Business Management.

Table of Contents

Foreword	p. xi
Preface	p. xvii
Authors' introduction	p. 1
Context, contests, role-players	p. 5
Identifying opportunities	p. 36
Fine-tuning the business model	p. 71
From idea to action	p. 115
Business unusual as usual	p. 157
Taking stock	p. 188
Bibliography	p. 232
Appendix: List of individuals interviewed for the research	p. 236
Further reading: a dozen key sources	p. 239
Index	p. 242
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