Title page for ETD etd-07292012-144042

Document Type Master's Dissertation
Author Osborn, David Vincent
URN etd-07292012-144042
Document Title Innovation in distribution models at the base of the pyramid
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Dr T Ismail Supervisor
  • distribution channels
  • route to market
  • innovation
  • cost of access
Date 2012-03-08
Availability unrestricted
This study investigates how innovation in distribution models at the base of the pyramid overcomes the impact of institutional and infrastructural voids in the base of the pyramid (BOP) markets. The research was based on the qualitative assessment of successful companies currently operating in the healthcare, pharmaceuticals, fast moving consumables, beverages and financial, consulting and telecoms services space in BOP market in Africa and India. The research establishes that successful distribution is not possible without consideration of the needs and values of the lower income consumer in terms of understanding where they live, what they purchase and how they behave. Offerings to this market require the application of frugal engineering principles to address product specification, production cost and cost to access.

Companies were then researched and the findings interpolated to create a distribution model that describes how companies’ route to market can take the form of either an active or passive mode of distribution. A case for best practise was then developed to describe the most innovative, successful approaches applied to the unique distribution problems in the BOP.

© 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Osborn, DV 2011, Innovation in distribution models at the base of the pyramid, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-07292012-144042/ >


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