Anthropology at the bottom of the pyramid
Anthropology at the bottom of the pyramid
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DOI：
10.1111/j.1467-8322.2009.00675.x
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发表时间：
2009-08-01
影响因子：
1.3
通讯作者：
Street, Alice
中科院分区：
文献类型：
--
作者：
Cross, Jamie;Street, Alice
这篇文章探讨了人类学对当代在非洲和亚洲贫穷消费者中进行市场扩张的商业战略的看法。我们聚焦于全球消费品公司联合利华在印度的活动，展示了人类学如何为隐藏的工作和权力关系提供有价值的见解，这些隐藏的工作和权力关系涉及将肥皂等日常商品转变为我们所说的能够同时抗击疾病、解决贫困和为股东实现价值的复合对象。
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.