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Projet Unilever Shakti

Projet Unilever Shakti

Bart Loman

67,18 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2021
Materia
Ventas y marketing
ISBN:
9786203509915
67,18 €
IVA incluido
Disponible

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Sobre IBD

Cette recherche porte sur les aspects positifs et négatifs du projet Shakti d’Unilever, un excellent exemple de marketing au bas de la pyramide, comme le propose C.K. Prahalad (2006). Des femmes indiennes pauvres des zones rurales sont recrutées pour devenir des petites entrepreneurs par Hindustan Lever, la filiale indienne de la multinationale anglo-néerlandaise Unilever. Ces femmes commencent à gagner leur vie en vendant des produits d’hygiène dans leur communauté locale. Selon Hindustan Lever, le statut économique et social des femmes s’améliorerait considérablement en étant une Shakti-entrepreneur. Il a été constaté que le projet Shakti avait un effet positif sur certaines femmes en termes de revenus supplémentaires et d’autonomisation. Cependant, si les femmes n’atteignent pas leurs objectifs de vente, Hindustan Lever est implacable dans ses actions.

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