Piramidin Tabanındaki Soğutucu İnovasyonlarından Çıkarılacak Dersler

Yıl 2020, Cilt: 7 Sayı: 1, 100 - 119, 22.06.2020

Ahmet Bardakcı

Öz

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

Öz

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.

Anahtar Kelimeler

Innovation, Bottom of the Pyramid

Kaynakça

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