There are 4 billion poor living on 2 dollars or less per day that make up the bottom of the economic pyramid (BOP). If a company calculates their aggregated purchasing power they could be a huge and profitable market. By studying the roles of the different actors and their pre-conditions in BOP-markets the purpose with this thesis is to find out how the private sector can pursue a sustainable market development strategy at the bottom of the economic pyramid and if it really will help to reduce poverty.

<p>There are 4 billion poor living on 2 dollars or less per day that make up the bottom of the economic pyramid (BOP). If a company calculates their aggregated purchasing power they could be a huge and profitable market.</p><p>By studying the roles of the different actors and their pre-conditions in BOP-markets the purpose with this thesis is to find out how the private sector can pursue a sustainable market development strategy at the bottom of the economic pyramid and if it really will help to reduce poverty.</p>

This study examines the digital transformation landscape for Japanese SMEs (Small Medium-size Enterprises) in 2023 and the challenges faced in digitalization. Key obstacles faced in adopting digital technologies include limited digital literacy, budgetary constraints, and a risk-averse culture, which hinder widespread digitalization among SMEs. Despite these challenges, the study highlights the importance of digital transformation for sustainable growth and competitiveness. The study emphasizes the value of enhancing digital skills, addressing industry-specific challenges, fostering collaboration, and prioritizing data security and privacy. Recommendations include investing in employee training, improving access to financing, developing industry-specific strategies, facilitating collaboration and ecosystem development, promoting customer-centric approaches, and evaluating digital strategies regularly. By implementing these recommendations, Japanese SMEs can enhance their innovation, productivity, and customer satisfaction. Collaboration among governments, industry associations, universities, and SMEs is essential to create an environment conducive to digital transformation. / Denna studie undersöker det digitala transformationslandskapet för japanska små och medelstora företag år 2023 och de utmaningar som digitaliseringen står inför. Viktiga hinder för att ta till sig digital teknik inkluderar begränsad digital kompetens, budgetrestriktioner och en riskvillig kultur, vilket hindrar en utbredd digitalisering bland små och medelstora företag. Trots dessa utmaningar belyser studien vikten av digital transformation för hållbar tillväxt och konkurrenskraft. Studien betonar värdet av att förbättra digital kompetens, ta itu med branschspecifika utmaningar, främja samarbete och prioritera datasäkerhet och integritet. Rekommendationer inkluderar att investera i personalutbildning, förbättra tillgången till finansiering, utveckla branschspecifika strategier, underlätta samarbete och ekosystemutveckling, främja kundcentrerade tillvägagångssätt och utvärdera digitala strategier regelbundet. Genom att implementera dessa rekommendationer kan japanska små och medelstora företag förbättra sin innovation, produktivitet och kundnöjdhet. Samarbeten mellan regeringar, branschorganisationer, universitet och små och medelstora företag är avgörande för att skapa en miljö som främjar digital transformation.