Miruka Martin

• Miruka Martin, Chief Executive and Lead Brad Strategist at ATOM-tdf, a Brand Strategy & Innovation firm based in Nairobi, Kenya: “The African and Asian continents have huge numbers of people living off less than $2 a day. On these two continents, and by extension in the lower regions of the economic pyramid, lies the next frontier for multinational companies – because business is all about numbers.
  The key to the Base of the Pyramid (BoP) market lies in commitment. The BoP concept requires not only a shift in thinking, but also different methods and at times a new and improved product
• or service. It entails innovative product development, manufacturing processes, distribution models, and communication strategy. When done well, investing in BoP activities leads on the one hand to business innovation and profit , and on the other to a lasting impact on the target communities.
  
  In short, there is no longer any debate on whether there is fortune at the base of the pyramid. Which MNC will make a fortune at the BoP frontier? I bet my money (and fortune) on the company with the highest commitment to innovation!”
  
  
• Better Future and ATOM-tdf are partners in leadership programs, CSR consulting and BoP experiences.
  
  Downloads:
  'BoP Article'