The Role of Intrapreneurs in Building Base of the Pyramid Markets
To date, the track record of strategic, sustainable and successful engagement in BoP markets from corporations is extremely weak. Although companies such as SC Johnson, Dupont/Solae, and Danone have penetrated BoP markets with products and services that arguably make the poor better off, the list of successful corporate BoP projects remains quite short. In 2010, NextBillion readers will be looking for more companies with major product development and R&D budgets, proven marketing abilities, and pools of enterprise-savvy talent to lead social and economic development at the BoP.
Certainly, some successes in this area will originate in the top tiers of management, but one of the most powerful forces for progress and innovation in corporate BoP engagement may come from further down the corporate ladder. Those who will lead much of this change are "social intrapreneurs", employees who develop and implement solutions that both benefit their companies and create positive social and environmental impact. They challenge the status quo and apply the principles of social entrepreneurship inside their organizations.
