Piramidin Tabanındaki Soğutucu İnovasyonlarından Çıkarılacak Dersler

Year 2020, Volume: 7 Issue: 1, 100 - 119, 22.06.2020

Ahmet Bardakcı

Abstract

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.

Keywords

İnovasyon, Piramidin Tabanı

Lessons from cooler innovations’ at the bottom of the pyramid

Abstract

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

References

• A Small Innovation Leads to the Next Big Thing, Bhaskar Chakravorti, https://www.cnbc.com/id/44874065
• Agnihotri, A.(2015), Low-cost innovation in emerging markets, Journal of Strategic Marketing, 23:5, 399-411, DOI: 10.1080/0965254X.2014.970215
• Amrita Nair Ghaswalla “Godrej’s Chotukool fridges to faunt heritage art designs”, https://www.thehindubusinessline.com/profile/author/Amrita-Nair-Ghaswalla/
• Audrey Chia “Business with a broader purpose, https://thinkbusiness.nus.edu.sg/article/business-with-a-broader-purpose/
• Bardakcı, A., ve Akıncı, M.(2014), “Türkiye’de Ürün Markalamada Yabancı Dil Kullanımı: Sebepler ve Sonuçlar”, Tüketici ve Tüketim Araştırmaları Dergisi, Cilt 6 Sayı 1, Haziran, 1-26
• ChotuKool: the $69 fridge for rural India, https://newatlas.com/refridgerator-rural-india-chotukool/13680/
• Christensen, C. M., & Overdorf, M. (2000). Meeting the challenge of disruptive change. Harvard Business Review, 78(2), 65-76.
• Co-creating with Rural Consumers Helps Achieve Inclusive Growth https://www.innosight.com/wp-content/uploads/2016/01/Client-Impact-Story-PDF-Godrej.pdf
• Markides C. C. (2012), "How Disruptive Will Innovations from Emerging Markets Be?", Mit Sloan Review, Fall,
• Srivastava D.(2016), “How To Build A 'Make In India' Revolution” Forbes, Feb 16, Eric Bellman, Indian Firms Shift Focus to the Poor, The Wall Street Journal
• Eyring, M.(2011), “Learning from Tata’s Nano Mistakes” Harvard Business Review Online, https://hbr.org/2011/01/learning-from-tatas-nano-mista
• Eyring, M.J., Johnson, M.W.and Nair, H.(2011), New Business Models In Emerging Markets, Harvard Business Review, January–February pp.89-95
• from jugaad to systematic innovation, http://jugaadtoinnovation.blogspot.com/
• Godrej Appliances launches ChotuKool-India's first and only mobile Food and Beverage Cooler:Shapes the Future of Cooling by making it Personal and Portable http://www.godrejappliances.com/GodrejAppliances/index.aspx
• Govindarajan, V., & Trimble, C. (2013), Ters İnovasyon: Evden Uzakta Yarat Heryerde Kazan. Moda Ofset Basım Yayın
• Hill, J. and Still R.(1984), "Adapting Products to LDC Tastes", Harvard Business Review, Vol. 62, March-April, pp92-101
• http://content.time.com/time/specials/packages/article/0,28804,1936165_1936254_1936632,00.html
• http://sustainabilityzero.com/mitticool-a-clay-fridge-that-cools-through-evaporation/
• http://sustainabilityzero.com/mitticool-a-clay-fridge-that-cools-through-evaporation/
• http://www.fao.org/3/a-i2697e.pdf
• https://burnstoves.com/burn-jikos/
• https://en.wikipedia.org/wiki/M._R._Prajapati
• https://en.wikipedia.org/wiki/Matki_(earthen_pot)
• https://en.wikipedia.org/wiki/Mohammed_Bah_Abba
• https://en.wikipedia.org/wiki/Pot-in-pot_refrigerator
• https://innov8tiv.com/mohammed-bah-abbah-inventor-zeer-desert-refrigerator-require-electricity/amp/
• https://www.bosch.com/stories/freshbox-refrigeration-without-electricity/
• https://www.bosch-home.co.ke/freshbox
• https://www.rolex.org/rolex-awards/applied-technology/mohammed-bah-abba
• Indian Guy Creates Fridge Mitticool, That Works Without Electricity
• Kapur, M., Dawar, S ve Ahuja V.R.(2014), “Unlocking the Wealth in Rural Markets” Harvard Business Review, 92(6), ss:113-117
• Klementi A.(2017), “When You Define Competition Wrong”, May 18, https://jtbd.info/when-you-define-competition-wrong-a5431d038f06
• Mitticool: A refrigerator that runs without electricity, https://www.rediff.com/business
• Mitticool: The success story needs to Continue, Posted on: November 18, 2018, http://theoutlierindian.com/mitticool-success-story-needs-continue/
• Furr, N. and Dyer, J(2015), “How Godrej Became An Innovation Star”, Forbes, May 13, 2015,
• Okulski, T.(2011), “This Is Why The Cheapest Car In The World Is A Huge Failure”, business insider, https://www.businessinsider.com/tata-nano-failure-2011-12
• Prahalad, C.K and Hart, L.S. (2002). "The Fortune at the Bottom of the Pyramid”, Strategy+Business n. 26, First Quarter
• Prahalad, D. (2013), “Design Strategy for the Bottom of the Pyramid” from Osburg T & Schmidpeter, R. (Eds), Social Innovation Solutions for a Sustainable Future, Springer-Verlag Berlin Heidelberg
• Roy, S. (2018), “Why did people not want the people’s car wire magazine, 17.July, https://thewire.in/business/tata-nano-why-did-the-people-not-want-the-peoples-car
• Sanjay Austa https://yourstory.com/2015/04/manshuk-lal-prajapati-mitticool
• Sarkar A :http://sustainabilityzero.com/mitticool-a-clay-fridge-that-cools-through-evaporation/
• Sunderraman, G “Chotukool: Innovatıng At The Bottom Of The Pyramıd”, Japan international cooperation agency May 17, 2010https://www.jica.go.jp/india/english/office/topics/100517.html
• Terpstra, V. & R. Sarathy (2000) International Marketing, The Dryden Press, Harcourt College Publishers, Chicago, IL, USA
• Wharton School, (2016), “How to Avoid the Pitfalls of Innovation in Emerging Markets”, Oct 20, https://knowledge.wharton.upenn.edu/article/how-to-avoid-the-pitfalls-of-emerging-market-innovation/
• Wipo magazine, December 2013, https://www.wipo.int/wipo_magazine/en/2013/06/article_0003.html
• World Bank Group 2018:, Piecing Together Poverty Puzzle, s.29