Designing the Supply Chain for Success at the Bottom of the Pyramid
探讨跨国公司为何难以在金字塔底层市场（日均消费5美元以下的40亿消费者）盈利，并通过案例研究提出供应链设计、产品定制与标准化、绩效衡量等方面的策略，以帮助企业在低收入市场取得成功。
The bottom of the pyramid—that is, the world's four billion consumers who live on $5 or less per day—is one of the last untapped markets for multinational companies (MNCs) to drive revenue and profit growth. However, most MNC s have found it difficult to make money “solving the pressing needs of low‐income communities.” We explore why the bottom of the pyramid has become a strategic focal point. We also identify and discuss fundamental differences and trade‐offs MNC s encounter in meeting the demands of the world's lowest‐income consumers. Drawing on the experience of exemplar case studies, we describe how MNC s can leverage resources to build the infrastructures needed to think differently about how to measure financial performance, design products differently to leverage both customization and standardization, and deliver differently to compensate for infrastructural deficiencies. Finally, given much of the product acceptance‐and‐profitability challenge falls under the purview of supply chain decision makers, we call for research in specific operational and relational domains to help companies design supply chain networks and processes for success at the bottom of the pyramid.