Richard van Genderen, Integration of the Bottom of the Pyramid in the Business Models of Indonesian MNCs: New ways of thinking about Corporate Social Responsibility.

CSR is about conquering the future market, through investing in the Bottom of the Pyramid (BoP). The long term conquering of this market is argued to be helped by integrating the BoP market into the value chain. Important for this is collaboration between different types of leaders at both local and regional level and a link between the role of outside actor (NGO/MNC) and local leaders.

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