Piramidin Tabanındaki Soğutucu İnovasyonlarından Çıkarılacak Dersler

Dünyada gelir piramidinin tabanında yer alan yaklaşık bir milyar insanın enerjiye ulaşımı olmadığından gıdalarını muhafaza edecek elektrikli bir soğutucu da kullanamazlar. Gıdaları muhafaza amacıyla Hindistan ve Afrika için geliştirilmiş Chotukool, MittiCool, Zeer ve FreshBox olmak üzere dört farklı soğutucunun ele alındığı çalışmada, ülkemiz okuyucusuna bu çözümleri tanıtmanın yanısıra, fakir pazarlar için ürün geliştirme süreçlerinde dikkat edilmesi gereken hususların altı çizilmektedir. Tüketiciyi anlamak, rekabetin çerçevesini belirlemek ve ürün konumlandırma aşamalarında yapılacak hataların, büyük bütçeli yeni ürün geliştirme projelerini nasıl felakete götüreceği yaşanan bir örnek üzerinden ortaya konulmuştur.

Anahtar Kelimeler:

İnovasyon, Piramidin Tabanı

Lessons from cooler innovations’ at the bottom of the pyramid

Almost one billion people at the bottom of the pyramid do not have an access to energy thus they cannot have Western style electric coolers. This study reviews four distinct coolers adventure that were developed for Indian and African markets for foods preseving. The aim is to introduce solutions in the context of Chotukool, MittiCool, Zeer and FreshBox, to Turkish readers as well as highlights the points to consider in developing products for emerging markets. It reveals how mistakes in understanding customers, frame of competition and product positioning would be a recipe for disaster, based on an experience of one of these ventures.

Keywords:

Innovation, Bottom of the Pyramid,

PDF

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