The world's most exciting, fastest-growing new market is where you least expect it: at the bottom of the pyramid. Collectively, the world's billions of poor people have immense untapped buying power. They represent an enormous opportunity for companies who learn how to serve them. Not only can it be done, it is being done--very profitably. What's more, companies aren't just making money: by serving these markets, they're helping millions of the world's poorest people escape poverty.

C.K. Prahalad's global bestseller The Fortune at the Bottom of the Pyramid, now available in paperback, shows why you can't afford to ignore "Bottom of the Pyramid" (BOP) markets. Now available in paperback, it offers a blueprint for driving the radical innovation you'll need to profit in emerging markets--and using those innovations to become more competitive everywhere. This new paperback edition includes eleven concise, fast-paced success stories from India, Peru, Mexico, Brazil, and Venezuela--ranging from salt to soap, banking to cellphones, healthcare to housing. These stories are backed by more detailed case studies and 10 hours of digital videos on whartonsp.com. Simply put, this book is about making a revolution: building profitable "bottom of the pyramid" markets, reducing poverty, and creating an inclusive capitalism that works for everyone.

Preface xi

About the Author xix

Part I: The Fortune at the Bottom of the Pyramid 1

Chapter 1: The Market at the Bottom of the Pyramid 3

Chapter 2: Products and Services for the BOP 23

Chapter 3: BOP: A Global Opportunity? 47

Chapter 4: The Ecosystem for Wealth Creation 63

Chapter 5: Reducing Corruption: Transaction Governance Capacity 77

Chapter 6: Development as Social Transformation 99

Part II: Business Success Stories from the Bottom of the Pyramid 113

Financing the Poor 115

Aravind Eye Care-The Most Precious Gift 131

Energy for Everyone 137

Agricultural Advances for the Poor-The EID Parry Story 149

Retail for the Poor 159

Information Technology to the Poor 169

The Jaipur Foot Story 187

Health Alerts for All 191

Transparent Government 201

The Annapurna Salt Story 213

Homes for the Poor-The CEMEX Story 221

From Hand to Mouth-The HHL Soap Story 235

Part III: On the Web at Whartonsp.com

Video Success Stories

Casas Bahia

CEMEX

Annapurna Salt

Hindustan Lever

Jaipur Foot

Aravind Eye Care

ICICI Bank

ITC e-Choupal

EID Parry

Voxiva

E+Co/Tecnosol

Andhra Pradesh

Full Success Case Stories in pdf format

The Market at the Bottom of the Pyramid

Known Problems and Known Solutions: What Is the Missing Link?

Known Problems and Unique Solutions

Known Problems and Systemwide Reform

Scaling Innovations

Creating Enabling Conditions for the Development of the Private Sector

The EID Parry Story

Biographies of the Researchers/Writers of the Success Case Stories from The Fortune at the Bottom of the Pyramid 247

About the Video Success Stories 255

Index 257