Business idea

The horizontal axis of Figure 5.4 depicts today’s business. The axis’ rationale is that
if people at the BoP are doing well and the business enables people to thrive, the business
itself will benefit. This rationale suggests a strong link between the business model’s
contribution to local development and business success. The contribution a business can
make to help people “develop their full potential and lead productive, creative lives in
accord with their needs and interests” (UNDP, 2001: 9) is strongly reflected in the business
model qualities. Amartya Sen (1999: 18) refers to these as “substantive freedoms” and
“instrumental freedoms”, which respectively represent the freedom and capabilities of
people “to lead the kind of lives they value; and have reason to value” and the freedoms
that facilitate people to acquire such substantive freedoms.