It’s a long way to Nairobi from Racine, Wisconsin, the home base of the SC Johnson Co., which makes Windex, Raid and Pledge, among other household brands. But the company, which has a tradition of social and environmental responsibility, is trying to bridge that distance to do business at the “Base of the Pyramid.” In my CNNMoney column today, I write about the company’s efforts to create a new business, expand its market and alleviate global poverty, all at the same time.
NEW YORK — Do the slum-dwellers of Nairobi, Kenya, really want Windex and Ziploc bags?
You might not think so. But SC Johnson Co., the family-owned company with $7 billion in global sales that brings us Windex, Pledge, Raid and Ziploc bags, is setting up shop there. It’s part of an attempt to build profitable businesses that reach the 4 billion poorest people on earth, those who live on less than $5 a day.
You can read the rest of the column here. SC Johnson’s efforts are guided by Cornell mgmt prof Stuart Hart, whose book on doing business at the BOP, Capitalism at the Crossroads, is well worth reading.