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Providing the Planet's Poor,

Profitably

by C. K. Prahalad and Allen Hammond

Reprint r0209c

September 2002

HBR Case Study

Growing for Pennyless

r0209a

Paul Hemp

HBR at Large

Crucibles of Command

r0209b

Warren G. Bennis and Robert J. Thomas

Big Picture

Portion the Planet's Poor, Profitably

r0209c

C. K. Prahalad and Allen Hammond

The Curse of the Superstar CEO

r0209d

Rakesh Khurana

Taking Mystery Out

of Entrepreneur Behavior

r0209e

Kevin G Coyne and Jonathan W. Witter

.

3 Questions It is advisable to Ask

With regards to your Brand

r0209f

Kevin Lane Keller, Brian Sternthal,

and Alice Tybout

Pricing as well as the Psychology

of Consumption

r0209g

John Gourville and Dilip Soman

Ideal Practice

The particular Great Planks Great

r0209h

Jeffrey A. Sonnenfeld

Instrument Kit

A great way to Deliver Not so good news

Jean-François Manzoni

r0209j

Big Picture

Improving the lives in the billions of persons at the bottom

in the economic pyramid is a commendable endeavor.

It is also a profitable one.

Serving the World's Poor,

Profitably

by C. K. Prahalad and Allen Hammond

C

onsider this bleak vision

of the world 15 years by now:

A global economy recovers

from its current stagnation but growth

is still anemic. Deflation continues to

jeopardize, the distance between rich and poor

keeps widening, and occurrences of economical chaos, government collapse, and civil conflict plague developing regions.

Terrorism remains a continuing threat,

diverting significant community and private

assets to secureness concerns. Competitors to the global market program intensifies. International companies find it difficult to broaden, and many become

risk averse, slowing purchase and yanking back from emerging markets. Now think about this much richer scenario: Motivated by non-public investment and widespread pioneeringup-and-coming activity, the

economies of developing parts grow

5

vigorously, creating jobs and wealth and

bringing billions of new

buyers into the global marketplace

yearly. China, India, Brazil, and,

gradually, S. africa become new engines of worldwide economic expansion, promoting abundance around the world. The resulting decrease in poverty creates a range of cultural benefits, helping stabilize many developing regions

and reduce detrimental and cross-border conflicts. The threat of terrorism and war recedes. Multinational corporations expand swiftly in an age of intense innovation

and competition.

Both of these scenarios will be possible.

What kind comes to move will be decided primarily by one element: the readiness of big, multinational companies to and buy the world's poorest markets. Simply by stimulating commerce

and advancement at the bottom in the

economic pyramid, MNCs can radically increase the lives of billions of people and help bring into as being a more stable, less dangerous world. Achieving

this kind of goal does not require multinationals to spearhead global social development projects for charity purposes. They want only act in their individual selfinterest, to get there are gigantic business benefits to be received by entering developing marketplaces. In fact , various innovative businesses – pioneeringup-and-coming outfits and large, established businesses

alike – are already offering the planet's

poor in ways that generate strong profits, lead to higher operating efficiencies, and discover new causes of innovation. For these companies–and the ones that follow their very own lead – building businesses aimed at underneath of the pyr-

Copyright © 2002 simply by Harvard Organization School Publishing Corporation. Most rights appropriated.

S elizabeth r versus i in g to h at the W o r m d is actually Po u r, S ro farrenheit i tag b d y • B We G S I C T U R Elizabeth

amid guarantees to provide significant

competitive advantages as the twentyfirst 100 years unfolds.

Major brands are not going to solve

the financial ills of developing countries by themselves, certainly. It will also have targeted financial aid from the developed world and advancements in the...

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