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Inhaltsangabe
This research is on the positive and negative aspects of Unilever''s Shakti-project, a prime example of marketing to the 'Bottom of the Pyramid'' as put forward by C.K. Prahalad (2006). Poor rural Indian women are recruited to become small-scale entrepreneurs by Hindustan Lever, the Indian subsidiary of the Anglo-Dutch multinational Unilever. These women start earning an own income by selling hygiene products in their local community. According to Hindustan Lever, the economic and social status of the women would improve considerably by being a Shakti-entrepreneur. It was found that the Shakti-project does have a positive effect on some women in terms of extra income and empowerment. However, if women do not reach their sales targets, Hindustan Lever is relentless in its actions.
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Über die Autorin bzw. den Autor
Bart Loman is a lecturer and researcher at the Centre for International Development Issues Nijmegen (CIDIN), an academic instute of the Radboud University. Next to research on Bottom of the Pyramid, he is coordinator of the NGO database (www.ngo-database.nl), a database of Dutch NGO expenditures.
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Unilever''s Shakti project: empowering Rural Indian Women
Verlag:
LAP LAMBERT Academic Publishing Mär 2010, 2010
ISBN 10: 3838352408
ISBN 13: 9783838352404
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Anbieter: buchversandmimpf2000, Emtmannsberg, BAYE, Deutschland
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Taschenbuch. Zustand: Neu. Neuware -This research is on the positive and negative aspects of Unilever''s Shakti-project, a prime example of marketing to the ¿Bottom of the Pyramid'' as put forward by C.K. Prahalad (2006). Poor rural Indian women are recruited to become small-scale entrepreneurs by Hindustan Lever, the Indian subsidiary of the Anglo-Dutch multinational Unilever. These women start earning an own income by selling hygiene products in their local community. According to Hindustan Lever, the economic and social status of the women would improve considerably by being a Shakti-entrepreneur. It was found that the Shakti-project does have a positive effect on some women in terms of extra income and empowerment. However, if women do not reach their sales targets, Hindustan Lever is relentless in its actions.Books on Demand GmbH, Überseering 33, 22297 Hamburg 88 pp. Englisch. Artikel-Nr. 9783838352404
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