Creative Capitalism: Base of the Pyramid Solutions — Presentation Detail — Celebration of Scholars

Instructions

Student presentations must have a faculty sponsor.

Abstracts must include a title and a description of the research, scholarship, or creative work. The description should be 150-225 words in length and constructed in a format or style appropriate for the presenter’s discipline.

The following points should be addressed within the selected format or style for the abstract:

A clear statement of the problem or question you pursued, or the scholarly goal or creative theme achieved in your work.
A brief comment about the significance or uniqueness of the work.
A clear description of the methods used to achieve the purpose or goals for the work.
A statement of the conclusions, results, outcomes, or recommendations, or if the work is still in progress, the results you expect to report at the event.

Presenter photographs should be head and shoulder shots comparable to passport photos.

Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

Creative Capitalism: Base of the Pyramid Solutions

Name: Carlie Wysocke
Major: Marketing and Management
Hometown: Hoffman Estates, IL
Faculty Sponsor:
Other Sponsors: Pffaffle, Patrick and Zorn, Matt
Type of research: Senior thesis

Abstract

"Creative Capitalism" is a thesis exploration that addresses conducting business with the Bottom of the Pyramid, or the portion of the world population that earns an average of $2.50 per week. This accounts for three billion people and is currently an untouched consumer group in terms of corporate ventures. However, with a market of this size it is vital that these consumers receive access to products and that companies provide them.

The question posed in this thesis is which method of marketing and production is the most successful for both the consumers and the businesses funding these ventures? The three options addressed are high quality products, low cost products, and products focused on packaging. After secondary data was researched regarding the culture and mindset of these consumers, the option that proved most successful was creating products focused on packaging as it was the most adaptive solution. This is advantageous because the Bottom of the Pyramid is a wide-spread and diverse market in which culture plays an essential role in decision making.