Philipp von Carlowitz – författare

This book presents an empirical investigation of the efforts that multinational pharmaceutical companies take in order to find a business model that allows for a profitable access to the Bottom of the Pyramid (BoP) markets. The Bottom of the Pyramid in Africa is frequently mentioned as an attractive market due to its sheer size. Yet most companies struggle to access it because of the low price level, difficult physical market access and challenges when it comes to payment.

More specifically, the book investigates the following business model-related questions: Do pharmaceutical companies provide products that meet the needs of the BoP? What characterizes the value generation of the company? What revenue model leads to a profitable business, and what role does a network of partners play in the business model?

Findings reveal that there is no ‘one-size-fits-all’ answer to these questions. Providing continuous availability, affordability at a good quality of goods and services, creating health awareness, as well as localizing business to achieve a level of inclusiveness are essential prerequisites for success. In the last chapter this book provides a business model prototype that accounts for these key success factors for business at the Bottom of the Pyramid and points to further research topics.

This edited book combines academic and managerial insights on achieving business success in Sub-Saharan African markets. It offers a holistic view of business in Africa by addressing key elements of a business model. After a part that presents situational analyses of the business environment companies encounter in Africa, the book delves into the operational analysis.

Each section is introduced by a conceptual chapter written by academics to set the stage and provide an overview of the pertinent issues for the subject matter in Africa. Subsequent chapters written by managers offer in-depth insights into some of the specific issues, challenges, and actions companies engage in while doing business in Africa. The sections cover market entry forms, sales, marketing and distribution, supply chain and logistics, as well as leadership, human resources and financing. The book brings together the European and the African perspectives as operational business issues are equally relevant for all companies. The authors come from a wide range of countries, from the USA to Europe and Africa, and cover a multitude of industries. The book is appropriate for both European and African practitioners and scholars.