Base of the pyramid markets in affluent countries : innovation and challenges to sustainability

"This book focuses on the Base of the Pyramid (BOP) in affluent countries and examines the challenge of how to address the needs of deprived population groups in wealthy societies. The BOP concept was originally developed for the situation of the bottom-tier of societies in developing and emerging countries. It presents an avenue for businesses and other organisations to develop opportunities and new business models that enable and empower those at the BOP. This book adapts BOP models to the context of affluent countries. BOP projects present also in affluent countries promising avenues for businesses, entrepreneurs, and civil society actors to become agents of change through value creation and business models that enable the BOP population to raise their socio-economic welfare and well-being. This book thus furthers our understanding of the characteristics of BOP markets and BOP initiatives in affluent countries, an area widely ignored by BOP scholars so far. It discusses challenges and opportunities of how to mitigate poverty and increase welfare in a sustainable manner while protecting vulnerable groups, and describes several instances of the lives of those affected. The different chapters employ a variety of theoretical and methodological approaches to lay a first foundation for BOP research in affluent countries. This book is recommended reading for managers and policy makers, as well as students and academics interested in the Base of the Pyramid"--