They introduced the concept of the “bottom of the pyramid” (BoP), further developed in Prahalad (2005). The International Finance Corporation (IFC) and the World Resources Institute (Hammond et al., They estimated that in 2002, the 4 billion people living in poverty constituted a USD 5 trillion global consumer market, of which the 5 economies of China, Colombia, India, Indonesia and South Africa represented USD 3.2 trillion.