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Challenges in Marketing Socially Useful Goods to the Poor

By:

Garrette Bernard

Material type: Article

ArticleLanguage: ENG Series: ; 52Publication details: Summer 2010 0Edition: 4Description: 29-47 PpSubject(s):

Market Based Solutions, Poverty, Rural Poor

DDC classification:

Online resources:

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Summary: In this article, the authors look at companies that are unquestionably socially virtuous and that do business with people who are considered to be at the bottom of the economic pyramid to discover how they have developed profitable strategies in this complex marketing arena. The authors also look at three business initiatives that have not been commercial successes in dealing with the bottom of the pyramid, to derive conceptual lessons. The article notes that Procter & Gamble began an initiative in a bottom of the pyramid area hoping to develop a large-scale profitable market for socially useful goods for the poor.

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Item type	Current library	Call number	Status	Date due	Barcode
Articles	Main Library	Gar (Browse shelf(Opens below))	Available		AR11733

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Previous	Gar Determinants of FIIS Investments in Indian Stock Market	Gar Trading Behavior of Institutional Investors Across Weekdays : An Indian Evidence	Gar Getting Your Loyalty Programme to Work for You	Gar Challenges in Marketing Socially Useful Goods to the Poor	Gar Exploring the Possibilities for Better Revenue Management	Gar How to Manage a Global Workforce	Gar How to Manage a Global Workforce	Next

In this article, the authors look at companies that are unquestionably socially virtuous and that do business with people who are considered to be at the bottom of the economic pyramid to discover how they have developed profitable strategies in this complex marketing arena. The authors also look at three business initiatives that have not been commercial successes in dealing with the bottom of the pyramid, to derive conceptual lessons. The article notes that Procter & Gamble began an initiative in a bottom of the pyramid area hoping to develop a large-scale profitable market for socially useful goods for the poor.

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