Preface xiii Guide to Readers xx Part I Private Sector and Poverty: Progress During 2004-2009 1 New Introduction: Private Sector and Poverty: Progress During 2004-2009 3 Part II The Original Text of the Book 25 Chapter 1 The Market at the Bottom of the Pyramid 27 Chapter 2 Products and Services for the BOP 47 Chapter 3 BOP: A Global Opportunity 73 Chapter 4 The Ecosystem for Wealth Creation 89 Chapter 5 Reducing Corruption: Transaction Governance Capacity 103 Chapter 6 Development as Social Transformation 125 Part III CEO Reactions to the Concept and the Book 141 Microsoft 143 Bharti Airtel--Empowering the Villages of India 145 Reuters Market Light and The Fortune at the Bottom of the Pyramid 147 Royal DSM 151 ING 153 GlaxoSmithKline 157 Unilever 159 Philips Electronics--Improving Health and Well-Being at the Base of the Pyramid 161 University of Maastricht 165 Acumen Fund 169 Part IV Case Studies and CEO Comments 171 Jaipur Rugs: Connecting Rural India to Global Markets 175 Casas Bahia: Retail for the Poor 207 CEMEX: Homes for the Poor 219 Hindustan Unilever: Lifebuoy Soap 249 Hindustan Unilever: Iodized Salt (Annapurna Salt) 261 Jaipur Foot: Prosthetics for the Poor 275 Aravind Eye Care: The Most Precious Gift 283 ICICI: Financial Services for the Poor 299 ITC e-Choupal: Technology for the Poor 321 Voxiva: Health Alerts for All 345 E+Co: Energy for Everyone 357 Biographies of the Researchers and Writers of the Success Case Studies from The Fortune at the Bottom of the Pyramid 373 Part V Video Clips (links) Jaipur Rugs Casas Bahia CEMEX Annapurna Salt Hindustan Lever Limited Jaipur Foot Aravind Eye Care ICICI Bank ITC e-Choupal EID Parry Voxiva E+Co/Tecnosol Andhra Pradesh Index 385.