Business Case Studies, Executive Interviews, Miguel Angel Gardetti on Bottom of the Pyramid

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Interview with Miguel Angel Gardetti on Bottom of the Pyramid

November 2008- By Dr. Nagendra V Chowdary

The BOP is not one homogenous market; in fact, it is not a market at all. The BOP is a demographic classification. As a result of this misunderstanding, initial corporate efforts to serve the BOP have relied on the same market development approaches, tools, and managerial frameworks used to serve real consumers in real markets. Consequently, most first-generation corporation BOP ventures have failed to deliver any profits, much less a fortune.
— Dr. Miguel Angel Gardetti
Effective executive interview with Dr._Miguel_Angel_Gardetti on Bottom of the Pyramid

Miguel Angel Gardetti has his PhD in Environmental Management (Pacific Western University, CA, USA). He also has two master's degrees, the first one in Business Administration from the Instituto de Altos Estudios Empresariales, IAE Universidad Austral, Buenos Aires and the second one in Environmental Studies and Sustainable Development (Universidad de Ciencias Empresariales y Sociales, Buenos Aires). He is the Director of the Instituto de Estudios para la Sustentabilidad Corporativa (IESC) [Center for Study of Corporate Sustainability] and also head professor of MBA and master's programs both in Argentina and abroad. He teaches Business Strategy and Sustainable Development and Base of the Pyramid (Inclusive Business).

His work has been published in a variety of leading journals including Harvard Business Review, Sloan Management Review, Management Science, and IEEE Software. The author of over 50 cases and teaching notes, Alan has worked with leading organizations like Intel, Microsoft and General Motors to help develop better approaches to the management of innovation, assessing how these firms can sense emerging threats to their core businesses and exploit new opportunities for value creation.

Useful for Understanding of:

  • BOP markets and their unique characteristics
  • BOP markets fad or big marketing opportunities
  • Base of pyramid learning lab and its objectives
  • Organizational changes required for MNCs to tap the BOP markets.
Originally Published in Effective Executive, IUP
Effective Executive Reference No. 03M-2008-11-03-06
IBSCDC Reference No. INT0023
Year and Month of Publication November 2008
Keywords Dr. Miguel Angel Gardetti, BOP markets and their unique characteristics, BOP markets fad or big marketing opportunities, Base of pyramid learning lab and its objectives, Organizational changes required for MNCs to tap the BOP markets

1. Bottom of the Pyramid Case Study
2. ICMR Case Collection
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