CONTENTS Prefacexi About the Author xix Part IThe Fortune at the Bottom of the Pyramid1 1.The Market at the Bottom of the Pyramid 3 The Power of Dominant Logic6 The Nature of the BOP Market10 There Is Money at the BOP 10 Access to BOP Markets13 The BOP Markets Are Brand Conscious14 The BOP Market Is Connected 14 BOP Consumers Accept Advanced Technology Readily15 The Market Development Imperative16 Create the Capacity to Consume16 The Need for New Goods and Services19 Dignity and Choice 20 Trust Is a Prerequisite 21 Benefits to the Private Sector 22 2 Products and Services for the BOP 23 A Philosophy for Developing Products and Services for the BOP24 Twelve Principles of Innovation for BOP Markets25 Making It Happen 28 Conclusion46 3 BOP: A Global Opportunity? 47 Engaging the BOP 48 Local Growth Opportunities50 Learning to Grow 50 Local Innovations and Global Opportunity 52 BOP Solutions for Developed Markets53 Lessons for MNCs from BOP Markets55 Capital Intensity 55 Sustainable Development 57 Innovations57 The Cost of Managing 58 Learning to Live in a Network of Relationships61 4The Ecosystem for Wealth Creation 63 Market-Oriented Ecosystem65 Ecosystems for a Developing Country 66 Learning the Sanctity of Contracts68 Reducing Inequities in Contracts69 Building Governance Capabilities Among the Poor72 5 Reducing Corruption : Transaction Governance Capacity 77 Are the Poor Poor?78 TGC81 Building TGC83 The Andhra Pradesh e-Governance Story85 eSeva89 Center for Good Governance90 Impediments94 Lessons from the Andhra Pradesh Experiment 94 Appendix: List of eSeva Services97 6 Development as Social Transformation 99 Development as Social Transformation100 Breaking Down Barriers to Communication102 BOP Consumers Upgrade705 Gaining Access to Knowledge106 Identity for the Individual707 Women Are Critcal for Development108 Evolving Checks and Balances108 The Real Test: From the Pyramid to the Diamond109 Part IIInnovative Practices at the Bottom of the Pyramid113 Section 1 The Market at the Bottom of the Pyramid 115 Casas Bahia: Fulfilling a Dream777 CEMEX: Innovation in Housing for the Poor747 Section 2 Known Problems and Known Solutions: What Is the Missing Link? 169 The Annapurna Salt Story: Public Health and Private Enterprise777 Selling Health: Hindust an Lever Limited and the Soap Market 207 Section 3 Known Problems and Unique Solutions Jaipur Foot: Challenging Convention243 The Aravind Eye Care System: Delivering the Most Precious Gift 265 Section 4 Known Problems and Systemwide Reform287 ICICI Bank: Innovations in Finance289 The ITC e-Choupal Story: Profitable Rural Transformation319 The BID Parry StoryOn CD Section 5 Scaling Innovations 359 The Voxiva Story361 Innovations in Energy: E+Co's Investment in TecnosolOn CD Section 6Creating Enabling Conditions for the Development of the Private Sector On CD Citizen Centricity: E-Governance in Andhra Pradesh On CD Biography381 Index389 PART IIICD 35 minutes of video success stones filmed on location in the Bottom of the Pyramid in India., Peru, Mexico, Brazil, and Venezuela Casas Bahia(3:54) CEMEX(3:07) Annapurna Salt(4:05) Hindustan Lever Limited(4:16) Jaipur Foot(4:40) Aravind Eye Care(6:08) ICICI Bank(4:23) ITC e-Choupal(4:08) EID Parry(4:12) Voxiva (3:33) E+Co/Tecnosol(4:34) Andhra Pradesh(3:30) Interactive practices text in PDF format The EID Parry Story Innovations in Energy: E+Co's Investment in Tecnosol Citizen Centricity: E-Governance in Andhra Pradesh