Unternehmen Armut - Workshop an der Uni Konstanz

UnternehmenArmut

Martin Herrndorf

oikos PhD Fellow, Universität St.GallenInstitut für [email protected]

Workshop

Umwelttag der Universität Konstanz„Geschäftsmodelle in Armutsmärkten“

Herausforderungen und Chancen in ‚Base of the Pyramid‘ Märkten

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Unternehmen Armut – Übersicht

Zeit Was passiert?

16:00-16:10 Begrüssung und oikos International

16:10-16:40 Einführung Unternehmen Armut

16:40-17:30 Gruppen-Arbeit an Fallstudien

(pause ad libitum)

17:30-17:50 Ergebnisse Fallstudien

17:50-18:00 Feedback und Schlussrunde

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Zeit Was passiert?

16:00-16:10

Begrüssung und oikos International



(pause ad libitum)



4


Zeit Was passiert?


16:10-16:40

Einführung Unternehmen Armut


(pause ad libitum)



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1. Charakteristika von Armuts-Märkten

2. Herausforderungen in Armuts-Märkten

3. Strategien und Geschäftsmodelle in Armuts-Märkten

4. Welche Vorteile entstehen für Arme als Konsumenten?

5. Welche Chancen bestehen für Unternehmen?

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CK Prahalad, University of Michigan

Spannend & Inspirierend

Amazon Rank#9,736, 4.5 Sterne

...

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Base of the Pyramid – Ein neues Paradigma.

Arme / Extrem Arme‘Base of the Pyramid’= 4 Milliarden Kunden?

Traditionaler Unternehmesfokus

Vergessene Märkte

Mittelklasse

HohesEin-

kommen

Inklusiver Konsum?

Anwara Begum, Grameen 'telephone lady' (Credit: Nurjahan Chaklader)

Based on Prahalad, C. K., and Allen L. Hammond. 2002. “What Works: Serving the Poor, Profitably”. Harvard Business Review 4-11.

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Zugang zu Produkten und Dienstleistungen

Prahalad, C. K. and Allen L. Hammond. 2002. What Works: Serving the Poor, Profitably. Harvard Business Review 4-11.

Die Armen haben keinen adäquaten

Zugang zu Produkten und

Dienstleistungen

Unternehmen können Produkte und

Dienstleistungen anbieten.

Kosten im armem Viertel

Kosten im reichen Viertel

Armutsaufschlag

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Marktgrösse BoP – Nach Sektoren

Hammond, A. L., W. J. Kramer, R. S. Katz, J. T. Tran and C. Walker. 2007. The Next 4 Billion – Market Size and Business Strategy At the Base of the Pyramid. Washington, DC: International Finance Corporate, World Resources Institute.

Kontinenten,Ländern,Regionen

Stadt-Land-Unterschiede

Einkommens-Schichten

Sektoren, Sub-Sektoren, Produktlinien...

Zeitliche Entwicklung

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Marktgrösse – sektoral und länderbezogen

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Marktgrösse – vertikale Differenzierung

Deutsche Bank Research. 2007. Microfinance: An Emerging Investment Opportunity. Uniting Social Investment and Financial Returns.

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Umwelt vs. Entwicklung?

Eco

logica

l Fo

otp

rint

Human Development Index

WWF, ZSL, GFN. 2006. Living Planet Report 2006. WWF International, Zoological Society of London, Global Footprint Network.

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Umweltkosten in Entwicklungsländern

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Expenditures including merchandise

4%

1%

26%

42%

10%

10%

7%

36%

Premises

Machinery maintenance

Materials

Merchandise for sale

Salary

Water, Electricity

Other

Source: Herrndorf (2006): Greening SMEs in Developing Countries

Cost structure of micro-enterprises

in Mexico:

Costs for material and energy 3.6 as

high as salaries paid.

Environmental, social and economic synergies!

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Barrieren im ‚Growing Inclusive Markets‘-Bericht

UNDP. 2008. Creating Value for All: Strategies for Doing Business With the Poor. United Nations Development Programme.

Begrenzte Informationen über

BoP-Märkte


BoP-Märkte

Mangelhafte InfrastrukturMangelhafte Infrastruktur

Ineffektive regulatorische

Rahmenbedingungen


Rahmenbedingungen

Fehlendes Wissen und Fähigkeiten


Eingeschränkter Zugang zu Finanz-Dienstleistungen


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BoP-Märkte


BoP-Märkte

Mangelhafte InfrastrukturMangelhafte Infrastruktur


Rahmenbedingungen


Rahmenbedingungen





Barrieren im ‚Growing Inclusive Markets‘-Bericht


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Das Bild der Armen – Die „euphorische Sicht“

„The poor themselves

can create a poverty-free

world — all we have to

do is to free them from the chains

that we have put around

them.“

Muhammad Yunus

‚Die Armen‘ sind (eher):• Unternehmerisch• Kreativ• Vorausschauend• Effizient• Sparsam• Informiert• Wählerisch• Kritisch• …

Siehe auch: Easterly, William. 2008. “Trust the Development Experts – All 7bn”. Financial Times

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Das Bild der Armen – Die „kritische Sicht“

„...this rosy view of poverty-

stricken people is not only

wrong, but also harmful. It

allows corporations, governments,

and nonprofits to deny this

vulnerable population the protections it

needs.“

Aneel Karnani

‚Die Armen‘ sind (eher):• Träge• Traditionell• Kurzfristig orientiert• Ineffizient • Verschwenderisch• Uninformiert• Leicht verführbar• Unreflektiert• ...

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Das Bild der Armen – Die „integrierte Sicht“

Euphorisch

Kritisch Integriert

Unternehmerisch

Träge Risikoavers & unterkapitalisiert

Kreativ Traditionell Ohne Zugang zu „Standard-Lösungen“ & sozial eingebunden

Vorausschauend

Kurzfristig orientiert

Starker Kreditbeschränkung ausgesetzt& niedrige Lebenserwartung

Effizient Ineffizient Fehlender Zugang Technologie, dafür zu subventionierten Gütern oder komplett fehlende Abrechnung

Sparsam Verschwen-derisch

Auf sozialen Status und Zugehörigkeit bedacht, auch als Sicherungsmechanismus

Informiert Uninformiert

Von neuen Informationen überschwemmt & Zugang zu alternativen Informationsquellen

Wählerisch Leicht verführbar

Von neuen Produkten und Technologien eventuell überrascht

Kritisch Unreflektiert

Folgen eigenen Heuristiken

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Barrieren überwinden – die Vorschläge des GIM Berichts


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Innovationen für Nachhaltigen Konsum am BoP

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Herrndorf, Martin and Burcu Tunçer. forthcoming. Consume More, Use Less: Business Strategies for Sustainable Consumption in Base-of-the-Pyramid Markets. CSCP, SEI, Swedish Ministry of Environment.

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Regeln für Innovationen im Mangel (Zuckerman)

Zuckerman, Ethan. 2009. “Innovating From Constraint in the Developing World”. The Monitor Talent Group Blog

1. Innovation (often) comes from constraint.If you've got very few resources, you're forced to be very creative in using and reusing them.

2. Don't fight culture. If people cook by stirring their stews, they're not going to use a solar oven, no matter what you do to market it. Make them a better stove instead.

3. Embrace market mechanisms. Giving stuff away rarely works as well as selling it.

4. Innovate on existing platforms. We've got bicycles and mobile phones in Africa, plus lots of metal to weld. Innovate using that stuff, rather than bringing in completely new tech.

5. Problems are not always obvious from afar.

You really have to live for a while in a society where no one has currency larger than a $1 bill to understand the importance of money via mobile phones.

5. What you have matters more than what you lack. If you've got a bicycle, consider what you can build based on that, rather than worrying about not having a car, a truck, a metal shop.

6. Infrastructure can beget infrastructure. By building mobile phone infrastructure, we may be building power infrastructure for Africa.

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Prinzipien am BoP – Beispiel Mikroversicherungen

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Principles Key Question

Relevant to the risks of low-income households

What do we know about the risks the poor face?

As inclusive as possible How can we reach the greatest number of poor people?

Affordable premiums How much can the poor pay, when, in which form?

Grouping for efficiencies

How can we overcome transaction costs in rural markets?

Clearly defined and simple rules and restrictions

How can everybody (even illiterates) understand the product offer?

Easily accessible claims documentation requirements

How can the poor claim insurance payments quickly?

Strategies to overcome the wariness of customers

How can ignorance of insurance as a principle be overcome?

Churchill, Craig ed. 2006. Protecting the Poor: A Microinsurance CompendiumInternational Labour Office (ILO), Munich Re Foundation.

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Lokale Einbettung am Base of the Pyramid

Muhammad YunusGründer Grameen Bank

• Nicht-für-Profit / Niedrig-Profit-Organisationen

• Finanziell selbsttragend• Ziel sind “social businesses”

(Yunus)

• Lokal angepasst• Lernprozesse im lokalen

Kontext• Eher Sozialisierung als

Training, langfristige Prozesse

• Partnerschaft mit profitorientierten Unternehmen in klaren joint-venture Strukturen

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Standardisierung am Base of the Pyramid

ikrofinanz?

Vikram Akula Gründer

SKS Microfinance

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Standardisierung am Base of the Pyramid

Der Ansatz “Akula / SKS”

Profit-orientiertes Modell um Finanzmittel von traditionellen Investoren zu akquirieren

– Standardisierte Produkte – Standardisierte Trainings– Moderne Technologie

– Kosten senken– Fehler zu minimieren– Produktivität steigern

„Starbucks and McDonalds“

Akula, Vikram. 2008. Business Basics At the Base of the Pyramid. Harvard Business Review 86:53-57.

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Effektive Strategien für BoP-Partnerschaften

Seelos, Christian and Johanna Mair. 2007. Profitable Business Models and Market Creation in the Context of Deep Poverty: A Strategic View. Academy of Management Perspectives 21

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Kooperationen: Versicherer und NGOs

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Michael Anthony, Allianz SE, Presentation at Utopia Conference, Berlin

Explain insurances

and risks covered to the heads of village.

To raise understanding and awareness

about micro-insurances

mass rallies are being held by

Care and local NGO.

Village officials explain and

discuss with its members the

concept of insurance.

During these awareness campaigns a puppet theatre and microinsurance song are shown to explain insurance.

1 2

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Schrittweise Entwicklung von Geschäftsmodellen

Source : http://www.symbiotics.ch/en/microfinance-institutions.aspDarius Capital Partners

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4. Welche Vorteile entstehen

für Arme als Konsumenten?


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Armut als dynamisches Problem

immer arm | normalerweise arm | wechselnd arm | manchmal arm | nie arm

immer arm

normaler-weise arm

wechselnd arm

manchmal arm

nie arm

Aktueller Status

Vor

10 J

ah

ren

Situationunverändert

Verbesserung der Situation

Armutsreduzierung

VerschlechterungVerarmung

KeineFälle

Hulme, D, and A Shepherd. 2003. “Conceptualizing Chronic Poverty”. World Development 31:403-23.

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Ursachen von Armutsdynamiken

Neues Einkommen


Verlorenes Einkommen

Formale Anstellung

‚Remittances‘Kinder haben (städtisches) Einkommen

ErbeRegierungs- subventionen

Tod des Haushaltvorstands

Lange KrankheitGeschäfts-gründung

Schlechte Geldanlage

Hausbrand

Landweggeschwemmt

Drogen-Abhängigkeit

immer arm | normalerweise arm | wechselnd arm | manchmal arm | nie arm

immer arm

normaler-weise arm

wechselnd arm

manchmal arm

nie arm

Aktueller Status

Vor

10 J

ah

ren

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Unternehmen in einer positiven Spirale?

KPMG. 2008. “Profiting From the Poor? Considerations for Investing At the Base of the Pyramid”. Sustainable Insight: Your quarterly insight into sustainability

Befriedigung menschlicher Bedürfnisse

Andere Unternehmen

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Mikrofinanz und Einkommens-Steigerung

Khandker, Shahidur R. 2005. Microfinance and Poverty: Evidence Using Panel Data From Bangladesh. The World Bank Economic Review 19:263-286.

• Kredite an Frauen steigern, Kredite an Männer senken:• Haushaltsausgaben insgesamt• Ausgaben für Nahrungsmittel

• Kredite an beide steigern die Ausgaben für Nicht-Nahrungsmittel

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Breite Beträge zur Armutsreduzierung

http://www.undp.org/mdg/

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Warum in Armutsmärkte? Gründe für Versicherer

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Internal factors External factors• Corporate social responsibility

• Risk diversification • Securing or growing revenue

• Push for new markets and innovative products

• Growing competition in traditional markets

• Shrinking margins in traditional markets

• Regulatory requirements • Political and activist pressure

• Liberalization of previously closed markets

Churchill, Craig ed. 2006. Protecting the Poor: A Microinsurance CompendiumInternational Labour Office (ILO), Munich Re Foundation.

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Chancen für Unternehmen

‚tangible‘

‚intangible‘

Revenues

Asset Utilisation

Service Level

Technology

Customer Relations

Brand equity and reputation

AlliancesHerrndorf, Martin, and Burcu Tunçer. forthcoming. Consume More, Use Less: Business Strategies for Sustainable Consumption in Base-of-the-Pyramid Markets. UNEP/Wuppertal Institute Collaborating Centre on Sustainable Consumption and Production (CSCP), Stockholm Environment Institute (SEI), Swedish Ministry of Environment.

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Zeit Was passiert?



16:40-17:30

Gruppen-Arbeit an Fallstudien

(pause ad libitum)



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Gruppenarbeit an Fallstudien

1. Teilt euch in vier Gruppen auf.

2. Geht das Material zur Fallstudie durch:

• Querlesen: Worum geht es im Groben?

• Stichworte: Welche Art von Informationen gibt es?

3. Fokussiert auf die „Kritischen Fragen“

• Vor welchen Entscheidungen stehen die Entscheidungsträger?

• Welche konkreten Fragen werden im Text genannt?

• Entwerft einen Lösungsansatz!

4. Bereitet einen Vortrag für die Gruppe vor

• Kurze Vorstellung des Falls: Worum geht es?

• Eure Empfehlungen an die Entscheidungsträger!

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Gruppenarbeit an Fallstudien

1. Procter and Gamble´s PuR Water Purifier – The hunt for a Sustainable Business ModelLisa Jones Christensen and Jessica ThomasKenan Flagler Business School, University of North Carolina

2. Scojo Foundation: A vision for Growth at the Base of the PyramidTed London and Mary ChristiansenUniversity of Michigan, USA

3. Hindustan Lever - Leaping a MillenniumWolfgang Amann, Ulrich Steger, Aileen Ionescu-SomersIMD Lausanne, Switzerland

4. Trevor Field & The PlayPumps Of AfricaDebapratim PurkayasthaIBS Hyderabad, India

For the cases, see http://www.oikos-international.org/projects/case-collection/

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Zeit Was passiert?




(pause ad libitum)

17:30-17:50

Ergebnisse Fallstudien


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Zeit Was passiert?




(pause ad libitum)


17:50-18:00

Feedback und Schlussrunde

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Dankefür Eure Mitarbeit!Martin [email protected]: herrndorfmobil: +41(0)76 2632601www.facebook.com/herrndorf

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Backup

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Was können Unternehmen leisten?

GlobeScan, and SustainAbility. 2009. Findings From the Sustainability Survey (Spring 2009): Sustainable Development Challenges and the Role of Companies.

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Barrieren im GIM-Bericht


Barrier Description

Limited market information.

Businesses know too little about poor people— what they prefer, what they can afford and what products and capabilities they have to offer as employees, producers and business owners

Ineffective regulatory environments

The markets of the poor lack regulatory frameworks that allow business to work. Rules are not enforced. People lack access to the opportunities and protections afforded by a functioning legal system.

Inadequate physical infrastructure.

Transportation is complicated by the lack of roads and supporting infrastructure. Water, electricity, sanitation and tele-communications networks are lacking.

Missing knowledge and skills.

Consumers may not know the uses and benefits of particular products or may lack the skills to use them effectively. Suppliers, distributors and retailers may lack the knowledge and skills to deliver quality products and services consistently, on time and at a set cost.

Restricted access to financial products and services

Lacking credit, poor producers and consumers cannot finance investments or large purchases. Lacking insurance, they cannot protect what meagre assets and income they may have against shocks, such as illness, drought and theft. And lacking transactional banking services, they face insecure and expensive financial management.

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Armuts-Märkte – Eine Alternative Sichtweise

Karnani, Aneel. 2009. “Romanticizing the Poor”. Stanford Social Innovation Review 38-43.

‘BoP Proposition’ ‘Reality’

The BOP market size is $13 trillion to $15 trillion.

The BOP market size is only $360 billion.

The poor have untapped purchasing power.

The poor have a low savings rate and little untapped purchasing power.

Profit margins in BOP markets are high.

BOP markets are not very proitable because customers are price sensitive and the cost of serving them is high, given small transaction sizes and poor infrastructure.

Companies can reduce prices dramatically without reducing

quality.

For most products, the only way to reduce prices significantly is to reduce quality.

Single-serve packages increase affordability.

Single-serve packages do increase convenience and help poor people manage cash flow. But the only way to increase real affordability is to reduce the price per use.

Large multinational corporations should take the

lead in the BOP initiative to sell to the poor.

Markets for selling to the poor usually do not involve large-scale economies, and so small- to medium-sized local firms are better suited for these opportunities.

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Mikrofinanz und Einkommens-Steigerung

Khandker, Shahidur R. 2005. Microfinance and Poverty: Evidence Using Panel Data From Bangladesh. The World Bank Economic Review 19:263-286.

• Kredite an Frauen steigern, Kredite an Männer senken• Haushaltsausgaben insgesamt• Ausgaben für Nahrungsmittel

• Kredite an beide steigern die Ausgaben für Nicht-Nahrungsmittel

• Effekte für Frauen stabiler als für Männer

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Armut als dynamisches Problem


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The “emerging consumers”

D’Andrea, Guillermo, E. Alejandro Stengel, and Anne Goebel-Krstelj. 2004. “Six Truths About Emerging-Market Consumers”. strategy+business 34:2-12.

Low-income consumers spend little on material goods.

Although these consumers are poor, proportionately they spend more of their income on consumer goods than those in wealthier segments.

Myth Truth

#1Low-income and subsistence-level consumers’ needs are simple.

These consumers buy premium-priced branded products and are sophisticated shoppers.

#2

Emerging consumers are over-whelmingly attracted to the lowest shelf prices.

Emerging consumers are sensible shoppers who take into account many factors other than price in calculating their shopping costs.

#3

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The “emerging consumers”

D’Andrea, Guillermo, E. Alejandro Stengel, and Anne Goebel-Krstelj. 2004. “Six Truths About Emerging-Market Consumers”. strategy+business 34:2-12.

If they did not face budgetary con-straints, emerging consumers would prefer modern supermarkets.

Emerging consumers are satisfied with traditional retailers, and don’t necessarily aspire to shop in modern supermarkets.

Myth Truth

#4

Emerging consumers are highly dependent on credit.

Emerging consumers use credit to extend their purchasing power.#5

Emerging consumers all belong to one segment, “the popular class.”

There are many meaningful subsegments of emerging consumers. Their differences, based on lifestyle and attitudes, have a significant impact on shopping behavior.

#6

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Chancen für Unternehmen

Unternehmen Armut - Workshop an der Uni Konstanz

Education

Transcript of Unternehmen Armut - Workshop an der Uni Konstanz