Cross, Jamie and Street, Alice (2009) Anthropology at the bottom of the pyramid. Anthropology Today, 25 (4). pp. 4-9. ISSN 0268-540XFull text not available from this repository.
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.
|Schools and Departments:||School of Global Studies > Anthropology|
|Depositing User:||Alice Street|
|Date Deposited:||06 Feb 2012 15:03|
|Last Modified:||25 Jun 2013 14:21|
|Google Scholar:||6 Citations|