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Défis au Bas de la Pyramide


  • Bernard GARRETTE
  • Asli KOZAN
  • Thomas ROULET


Le « Bas de la Pyramide » (BdP), est-il nouvel Eldorado pour les entreprises, ou seulement un miroir aux alouettes ? L’examen des activités « BdP » existantes montre qu’il est difficile de gagner de l’argent en offrant aux populations les plus pauvres de la planète des produits et des services à finalité sociale ou environnementale. Cet article suggère que les entreprises ont intérêt à persévérer dans leurs efforts. Nous proposons des solutions pour surmonter les obstacles économiques, sociaux et politiques des projets « BdP » et discutons le rôle de ces initiatives en matière d’innovation et de croissance.

Suggested Citation

  • Bernard GARRETTE & Asli KOZAN & Thomas ROULET, 2015. "Défis au Bas de la Pyramide," Working Papers 2015-616, Department of Research, Ipag Business School.
  • Handle: RePEc:ipg:wpaper:2015-616

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    References listed on IDEAS

    1. Anand Kumar Jaiswal, 2008. "The Fortune at the Bottom or the Middle of the Pyramid?," Innovations: Technology, Governance, Globalization, MIT Press, vol. 3(1), pages 85-100, January.
    2. Ted London & Stuart L Hart, 2004. "Reinventing strategies for emerging markets: beyond the transnational model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 35(5), pages 350-370, September.
    3. repec:dau:papers:123456789/1564 is not listed on IDEAS
    4. Agnes Boutin & Charlotte Gaston Breton, 2006. "SEGMENTATION ET STRATEGIES DE COMMUNICATIONDANS LES MARCHES EMERGENTS:Une approche croisée des concepts de pyramideéconomique et d'acculturation," Post-Print halshs-00355541, HAL.
    5. Alain Charles Martinet & Marielle Audrey Payaud, 2008. "Formes de RSE et Entreprises Sociales. Une Hybridation des Stratégies," Post-Print halshs-00650200, HAL.
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