Introduction
This paper examines inspiring ideas in which Japanese companies are finding
innovative ways to tap into neglected BOP markets to increase their profit while
simultaneously reducing poverty and contributing to BOP society. There are three
objectives: (1) clarify sources of BOP business through case analysis of Yakult, (2)
discuss Japanese companies’ aptitude and strength for BOP business, and (3) assert
that the time is ripe to break into it.
The concept of the BOP was first articulated by Prahalad and Hart, in 1998.2 From
the year 2000 on, United Nations Development Programme (UNDP), United States
Agency for International Development (USAID) and other such public institutions
began adding their support, and all at once, BOP business expanded among Western
companies. Finally, after a delay of nearly 10 years, the debate and discussion on BOP