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Launch of the Creating Value for All Report in Argentina


The launch of the Creating Value for All report was organized in Buenos Aires, Argentina on 24 April 2009, by the Center of Study of Corporate Sustainability, in collaboration with UNDP, the InterAmerican Development Bank (IADB), Consejo Empresario Argentino para el Desarrollo Sostenible and some local companies as DuPont Argentina, Edenor, Masisa, Arcor and Gas Natural Ban.The launch took place in the fifth multisector activity of the Argentina Base of the Pyramid (BoP) Learning Lab (, with a total attendance of 47 people, including 19 representatives from the private sector, one representative from the government, nine participants from NGOs, two from business associations, one from development agencies, four social entrepreneurs, and 11 academics.

Mr. Carlos Felipe Martinez and Prof. Miguel Angel Gardetti The activity started with the UNDP Resident Representative (Mr. Carlos Martínez) who highlighted the commitment shown by the Argentinean companies when the UN launched the Global Compact in 2004. Mr. Martínez took this opportunity to introduce the UNDP Framework to the wider audience and especially the portfolio of projects related with the private sector development in Argentina. Finally, he called the entrepreneurs and the private sector representatives to use the GIM report as an inspiration for new initiatives and also congratulate the efforts made by the IESC as a pioneer institution in the country.

Prof. Stuart HartProfessor Miguel Ángel Gardetti gave an overview of the evolution of Prof. Stuart L. Hart’s work from 1997 to late 2008. This presentation set the stage for Professor Hart himself (Center for Sustainable Global Enterprise, Cornell University’s Johnson School of Management, USA) to point out important differences between First Generation BoP strategies –which regard the BoP as producers or consumers, with innovation only restricted to the structural aspect-, and Second Generation BoP strategies, which include the people of the BoP as partners or colleagues. This helps promote embedded innovation, in which the new value propositions are jointly developed by a company and the community, creatively combining the capabilities of both parties. Therefore, the company and the BoP co-create a new market based on business intimacy in the sense that each party will find the other one irreplaceable and absolutely necessary. This is translated into the Base of the Pyramid Protocol, a topic also addressed by Prof. Hart.

Mr. Luiz RosOn his part, Luiz Ros, Executive Director of the “Opportunities for the Majority” Program at the Inter-American Development Bank, introduced such initiative, which helps to promote and fund business models for the private sector in order to develop and deliver quality products and services, create jobs, and facilitate the involvement of producers and low-income consumers in the formal economy.

Sahba SobhaniIn turn, Sahba Sobhani, Director of the “Growing Inclusive Markets” (GIM) Initiative at the United Nations Development Programme, presented the Spanish version of the report titled “Las Empresas Frente al Desafío de la Pobreza: Estrategias Exitosas”. During his presentation, he referred to five successful strategies to overcome the most common constraints when doing business with poor people, and he also highlighted two new tools: a strategy matrix used to find solutions to common constraints, and market heat maps which identify opportunities by displaying color codes in terms of access to water, credit, power, or telephone services in a specific geographic area.

Prof. Miguel Ángel Gardetti explained the results of the research work “Distribución de Energía en Argentina: las estrategias para la ‘Base de la Pirámide’ ¿son realmente estrategias ‘Base de la Pirámide’?” [Power Distribution in Argentina: Are the Strategies For The ‘Base of the Pyramid’ Actually ‘Base of the Pyramid’ Strategies?], which reviews whether the three BoP pilots of power distribution companies -Edenor SA, EDEM SA, and EDET- can be rightly called “BoP undertakings” from the perspective of the BoP Learning Labs International Network. Under this premise, the paper analyzes the models followed by the above mentioned companies and concludes with a compilation of the learned lessons, as well as some recommendations.

Mr. Roberto Salas and Prof. Stuart HartFinally, Prof. Stuart L. Hart and Mr. Roberto Salas, CEO of GrupoNueva and Masisa, presented the book titled “Textos sobre la Base de la Pirámide: Hacia la Co-creación de Valor y Desarrollo” [Texts on the BoP: Towards Value Co-Creation and Development], compiled by Prof. Miguel Ángel Gardetti. As the foreword writer, Prof. Hart underscored the work developed within the framework of Argentina Learning Lab, which he described as one of the most active and dynamic labs of the International Lab Network.



Flavio Fuertes
Private Sector and Global Compact Focal Point
UNDP Argentina
Tel: +5411-4320-8700
Fax: +5411-4320-8708

Prof. Miguel Angel Gardetti
IESC Head and BoP Lab Coordinator