The globalization issue is a really great topic to look into when it comes to ethics because of the diverse viewpoints it offers. I really enjoyed the topic of the Bottom of the Pyramid segment of the third world and the urgent need to bring consumer culture to this part of the world. I can only assume from the authors work that introducing a society to consumer dependency is a great way to bring about social change? Priming the pump of spending by offering cheap goods to the “brand conscious” men and women of impoverished nations may be a great idea, if we’re looking for new addicts to the consumer market.
I think the author is really talking about the “invisible hand” and how it needs to (or will eventually) find this overlooked segment of the market. I feel that the actions described in the article by C.K. Pralahad are actually underway already, but perhaps not moving fast enough for the author. Thomas Friedman’s book The World is Flat is describing the concept of interconnectedness that is leveling the playing field and opening up marketing avenues as we speak. If a new consumer market is opened up within the impoverished community, there may well be an improvement in their living conditions in the immediate future, but will this only make them more reliant on the goods and services of large MNC’s? Will they become junkies to consumerism with private-sector dealers?
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