Designing a framework to design a business model for the "bottom of the pyramid" population

Ver Loren van Themaat, Tanye ; Schutte, C. S. L. ; Lutters, D. ; Kennon, D. (2013-11)

CITATION: Ver Loren van Themaat, T., Schutte, C. S. L., Lutters, D. & Kennon, D. 2013. Designing a framework to design a business model for the "bottom of the pyramid" population. South African Journal of Industrial Engineering, 24(3):190-204, doi:10.7166/24-3-633.

The original publication is available at http://sajie.journals.ac.za

Article

This article presents a framework for developing and designing a business model to target the bottom of the pyramid (BoP) population. Using blue ocean strategy and business model literature, integrated with research on the BoP, the framework offers a systematic approach for organisations to analyse and understand all aspects of the BoP and their environment, and then design a business model that minimises the risk of failure and fulfils the core requirements of the BoP. A case study on Capitec Bank demonstrates how the framework can be applied to the real world. The case study shows the practical examples that Capitec uses to target the BoP successfully, and the logic behind these actions. Further validation was done through interviews with experts in the relevant fields used in this study.

Hierdie artikel stel ’n strategie vir die ontwikkeling en ontwerp van ’n besigheidsmodel vir die ‘bottom of the pyramid’ (BoP) populasie voor deur behulp van ’n raamwerk. Deur die ‘blue ocean’ strategie- en besigheidsmodel-literatuur te gebruik, sowel as deur navorsing oor die BoP te doen, kan die raamwerk ’n sistematiese benadering vir ’n organisasie gee om eers alle aspekte van die BoP en hul omgewing te ontleed en te verstaan, en daarvolgens ’n besigheidsmodel te ontwerp wat die risiko van mislukking en aan die kern vereistes van die BoP voldoen. ’n Capitec Bank gevallestudie illustreer hoe die raamwerk toegepas kan word in die praktyk. Die gevallestudie toon die praktiese voorbeelde wat Capitec gebruik om suksesvol die BoP te betree, met die motiverende logika. Verdere validasie was gedoen dmv onderhoude met kenners in die verwante velde aangeraak in die studie.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/91666
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