Anthropology at the bottom of the pyramid

Cross, Jamie and Street, Alice (2009) Anthropology at the bottom of the pyramid. Anthropology Today, 25 (4). pp. 4-9. ISSN 0268-540X

Full 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.

Item Type: Article
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
📧 Request an update