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University of Amsterdam (2016)

How to reach the base of the pyramid and scale up your business ? : best practices of businesses focusing on the rural areas of Kenya

Tennekes S.

Titre : How to reach the base of the pyramid and scale up your business ? : best practices of businesses focusing on the rural areas of Kenya

Auteur : Tennekes S.

Université de soutenance : University of Amsterdam

Grade : Master (MSc) Business Administration | Entrepreneurship & Innovation 2016

Résumé
Prahalad mentioned it already in his book, there is a fortune at the bottom of the pyramid. But why are there so few companies that focus in this target group ? Probably because of all the difficulties and obstacles companies have to overcome when focusing on people in rural areas who live on about $2 a day. These obstacles are described in the theoretical section of this research. The central question of this study asks what the best ways for companies are to reach the BoP population in rural areas of Kenya, and how they can scale up their businesses afterwards. To answer this question, this study focuses on whether the 4A’s model (Availability, Affordability, Acceptability and Awareness) and the SCALERS model are applicable for or used by companies that want to reach the BoP population and want to scale op their business in Kenya. This research has been done in a qualitative way, by interviewing different employees and / or managers of five different companies that all focus on this specific target group. In the end, not all parts of the SCALERS model are found as important to use in this research. Also, it is shown that scaling up the business and reaching the BoP can be seen as one process, therefore an explanation of a new model, a combination of the 4A’s and the SCALERS model, is presented in the discussion.

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Page publiée le 11 avril 2021