Base of the Pyramid Protocol & How the Solae Company Tested it in India

  
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:

Price:
Case Code : BSTR292 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Business Model
Case Length : 15 Pages
Period : 2006-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : The Solae Company
Industry : Food and Beverage
Countries : India, Global

Abstract:

This case discusses the involvement of Solae, a joint venture of DuPont and Bunge Ltd, in implementing the Base of the Pyramid (BoP) Protocol. DuPont was one of the first companies to extend its support to the BoP Protocol when it was launched in the early 2000s. After the BoP Protocol was tested successfully by SC Johnson in Kenya, it was tested in India by Solae. The team consisted of employees of Solae, development professionals from a local NGO, and two members from SC Johnson's project in Kenya. They tested the Protocol in Hyderabad and in a rural location near Hyderabad. All the three stages of the Protocol were tested in the community, and it resulted in the formation of cooperatives engaged in providing catering services.

The case also provides a detailed theoretical background of the BoP Protocol to facilitate discussion and analysis.

Issues:


» Understand the concept of Base of the Pyramid.

» Understand different phases in the BoP Protocol and examine its implications.

» Understand how following the BoP Protocol could enable business model innovation.

» Understand the challenges faced by MNCs in tapping the BoP segment and explore strategies these companies can adopt to target the BOP segment.

» Analyze Solae's efforts towards creating mutual value.

Contents:

  Page No.
Introduction 1
The Beginning 2
BOP Protocol Process 3
Testing the Protocol 8
Conclusion 11
Exhibits 12

Keywords:

Base of the Pyramid (BoP), BoP Protocol, Business model innovation, Sustainable development, Mutual value creation, Capability development, Entrepreneurship development, Corporate Social Responsibility, Enterprise creation, Solae, DuPont

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