Anthropology at the bottom of the pyramid

This article explores what anthropology has to say about contemporary business strategies for market expansion among poor consumers in Africa and Asia. Focusing on the activities of global consumer goods company Unilever in India, we show how anthropology can provide valuable insights into the hidde...

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Bibliographic Details
Published in:Anthropology today 2009-08, Vol.25 (4), p.4-9
Main Authors: Cross, Jamie, Street, Alice
Format: Article
Language:English
Subjects:
Anthropology
Base of the pyramid
Brands
Business
Collaboration
Commercials
Consumer goods
Developing countries
Development studies
Hygiene
Marketing
Multinational enterprises
Poverty
Public health
Public private partnerships
Soap
Soaps
Social anthropology
Social responsibility
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Summary:This article explores what anthropology has to say about contemporary business strategies for market expansion among poor consumers in Africa and Asia. Focusing on the activities of global consumer goods company Unilever in India, we show how anthropology can provide valuable insights into the hidden work and power relations involved in transforming an everyday commodity like soap into a composite object, what we call a ‘social good’, that is capable of simultaneously combating disease, tackling poverty and realizing value for shareholders.
ISSN:0268-540X
1467-8322
DOI:10.1111/j.1467-8322.2009.00675.x