Assessment Statement
“An empathetic understanding of the needs of Underserved Markets and Stakeholders is the first step that initiates and motivates the strategic planning process of the business unit.”
Interpretation
This diagnostic item evaluates whether an empathetic understanding of the needs, challenges, and aspirations of Underserved Markets and Stakeholders is embedded into the strategic planning process. It emphasizes inclusivity, social insight, and a moral imperative as drivers of innovation and long-term resilience.
This item focuses on:
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Empathy: Are stakeholders truly heard and understood?
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Inclusivity: Do underserved communities influence planning and innovation?
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Strategic Motivation: Does empathy drive what gets prioritized?
Example: Unilever’s “Shakti” Initiative in India, Score: 5 – Strongly Agree
Unilever launched Project Shakti to empower underserved rural women in India by turning them into micro-entrepreneurs who sell Unilever products within their villages. The initiative was not just a business expansion, it started with deep empathy for rural women’s economic exclusion and lack of access to income-generating opportunities. Unilever designed the program by listening to community needs, adapting products for local affordability, and training women with basic business skills. This grassroots understanding directly shaped strategy, resulting in a win–win: inclusive economic impact and new market access.
Reference: Rangan, V. K., & Rajan, R. G. (2007). Unilever in India: Hindustan Lever’s Project Shakti – Marketing FMCG to the Rural Consumer. Harvard Business School Case.
Overview: https://www.unilever.com/sustainable-living/enhancing-livelihoods/project-shakti/
Learn more here:
Hart, S. L., & Christensen, C. M. (2002). The great leap: Driving innovation from the base of the pyramid. MIT Sloan Management Review, 44(1), pp. 51-56.
Porter, M.E. and Kramer, M.R. (2011) “Creating shared value,” Harvard Business Review, January-February, pp. 62 – 77
Prahalad, C. K. (2005). The Fortune at the Bottom of the Pyramid. Wharton School Publishing.