SavedAdd your journal

Journals / İşletme Araştırmaları Dergisi / 2017 / Cilt: 9 - Sayı: 1

Realizing Bottom of the Pyramid Strategy with Social Innovation: A Case Study

Piramidin Altı (Bottom of the Pyramid) Stratejisinin Sosyal İnovasyon Süreci ile Eyleme Dönüştürülmesi: Bir Durum Çalışması

CİHAT ERBİL
Pages
307–338
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

With the social innovation process, it is observed that the enterprise put Bottom of the Pyramid approach into practice strategically by offering tailored solutions for conditions, increasing access to its products with the company in which it participates, using its experiences in the process to respond to the expectations of different country markets and thus by “scaling up”

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Bottom of the Pyramid is a strategic approach presented by C.K.
📊
Key Findings & Data:It is based on the idea that businesses can create new markets by offering suggestions to solve the social problems of low income groups in developed and developing countries.
💡
Conclusion & Impact:With the social innovation process, it is observed that the enterprise put Bottom of the Pyramid approach into practice strategically by offering tailored solutions for conditions, increasing access to its products with the company in which it participates, using its experiences in the process to respond to the expectations of different country markets and thus by “scaling up”
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Bottom of the Pyramid is a strategic approach presented by C.K. Prahalad. It is based on the idea that businesses can create new markets by offering suggestions to solve the social problems of low income groups in developed and developing countries. It is not addressed in the relevant literature how the approach will be functionalized as a business model while it is discussed why the approach is needed and what needs to be regarded when put into practice. In this study, how the Bottom of the Pyramid approach can be put into practice with the social innovation process is discussed by conducting a case study on an enterprise that relates the approach to the process. With the social innovation process, it is observed that the enterprise put Bottom of the Pyramid approach into practice strategically by offering tailored solutions for conditions, increasing access to its products with the company in which it participates, using its experiences in the process to respond to the expectations of different country markets and thus by “scaling up”

Özet

Piramidin Altı (Bottom of the Pyramid) C. K. Prahalad tarafından ortaya konulan stratejik bir yaklaşımdır. İşletmelerin, gelişmiş ve gelişmekte olan ülkelerdeki gelir düzeyi düşük grupların sosyal sorunlarını giderecek öneriler sunarak "yeni" pazar yaratabileceği düşüncesine dayanır. Yaklaşıma neden gereksinim duyulduğu ve uygulamaya geçirilmesinde nelere dikkat edilmesi gerektiği ilgili yazında ele alınıyorken, iş modeli olarak nasıl işlevselleştirileceği üzerinde durulmamaktadır. Bu çalışmada, Piramidin Altı yaklaşımının sosyal inovasyon süreci ile nasıl uygulamaya geçirilebileceği, yaklaşımı süreç ile ilişkilendiren bir işletme üzerinden durum çalışması gerçekleştirilerek ele alınmıştır. Sosyal inovasyon süreci ile, işletmenin, koşullara özgü çözüm önerileri getirerek (tailored solutions) ve iştiraki olduğu işletme ile ürünlerine erişim imkanını artırarak; süreç içerisindeki deneyimlerini farklı ülke pazarların beklentilerine yanıt vermek için kullanarak ve böylelikle ölçek büyüterek (scaling up) Piramidin Altı yaklaşımını stratejik olarak uygulamaya koyduğu izlenmektedir

🔖

Cite This Article

ERBİL, C. (2017). Realizing Bottom of the Pyramid Strategy with Social Innovation: A Case Study. İşletme Araştırmaları Dergisi, Cilt: 9 - Sayı: 1, 307–338. https://ajindex.com/articles/268971

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (13)

  1. Ansari, S., Munir, K. ve Gregg, T. (2012). Impact at the ‘bottom of the pyramid’: the role of social capital in capability development and community empowerment. Journal of Management Studies, 49(4), 813-842. “Sebit in America”, Ahmet Eti, TMC Mag, Haziran 2011 sayısı, sayfa 28. Avelino, F., Wittmayer, J., Haxeltine, A., Kemp, R., O’Riordan, T., Weaver, P. Loorchbach, D. ve Rotmans, J. (2014). Game Changers and Transformative Social Innovation. The Case of the Economic Crisis and the New Economy, 1-24.
  2. Bock, B. B. (2016). Rural marginalisation and the role of social innovation; a turn towards nexogenous development and rural reconnection. Sociologia Ruralis. Bosc, K. (2013). The European Commission Guide to Social Innovation, European Commission. Burke, J. R. (1997). Examining the validity structure of qualitative research. Education, 118(2), 282-293.
  3. Byerly, R. T. (2014). The social contract, social enterprise, and business model innovation. Social Business, 4(4), 325-343.
  4. Cajaiba-Santana, G. (2014). Social innovation: Moving the field forward. A conceptual framework. Technological Forecasting and Social Change, 82, 42-51.
  5. D'Andrea, G. ve Stengel, E. (2004). 6 Truths about Emerging-Market Consumers. Strategy+ Business, (34), 58-69.
  6. Denzin, N. K., ve Lincoln, Y. S. (2011). The Discipline and Practice of Qualitative Research,, (Editörler: N. K. Denzin ve Y. S. Lincoln). The SAGE Handbook of Qualitative Research, Los Angeles: SAGE Publishing. Eisenhardt, K. M. (1989). Building theories from case study research. Academy of management review, 14 (4), 532-550.
  7. Emmons, G. (2007).
  8. The business of global poverty, Harvard Business School Working Knowledge Forum, April 2007.
  9. Erbil, C. (2015). İşletmelerin İnovasyon Sürecinde Sosyal Fayda Yaratma Becerileri: Sosyal İnovasyon Çerçevesinde Örnek Bir Uygulama, Yayımlanmamış Doktora Tezi, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü. Eti, A. (2012).
  10. Sebit in America, TMC Mag, Haziran 2012 sayısı. Guesalaga, R., ve Marshall, P. (2008). Purchasing power at the bottom of the pyramid: differences across geographic regions and income tiers. Journal of Consumer Marketing, 25(7), 413-418.
  11. Kanter, R. M. (1999). From spare change to real change: The social sector as beta site for business innovation. Harvard Business Review, 77, 122-133
  12. Karnani, A. (2007). The mirage of marketing to the bottom of the pyramid: How the private sector can help alleviate poverty. California management review, 49(4), 90-111.
  13. Klein, B. L., Longtin, D