How Yakult helps reduce poverty: Unconventional partnerships target the poor

Abstract

Purpose

The aim of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Business has a knack of coming up with clever idioms and jargon – triple bottom line, crowd sourcing, greenewal, glocal, guerrilla marketing and so forth. Customers referred to by the label base of the pyramid (BOP) are not to be envied, for that descriptive tag tells it like it is – they're impoverished people at the bottom of the pile. So, if they are too poor to be customers why would hard‐headed businesses seek out a market there?

Practical implications

The piece provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2012), "How Yakult helps reduce poverty: Unconventional partnerships target the poor", Strategic Direction, Vol. 28 No. 3, pp. 17-19. https://doi.org/10.1108/02580541211203745