Emerging markets: Learn from the poor

'Bottom of the pyramid' marketing has evolved to capture the buying power of the globe's poorest people, who spend an estimated $10bn a day.

Emerging markets: Learn from the poor

Christopher Crosnier Publicis

Marketing to the ‘bottom of the pyramid’ has evolved from devising affordable ways to connect the third-world poor to brands and is relevant to recession-hit consumers in the developed world

Since CK Prahalad and Stuart L Hart posted their first article online exploring marketing to the ‘bottom of the pyramid’ (BOP) in 1997, initiatives have evolved rapidly to capture the buying power of the globe's poorest people, who spend an estimated $ 10bn each day.

There have been concerns over whether it is possible to build businesses that are both...

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