In this paper, I identify the bottom of the pyramid ( BOP ) markets as a new source of radical innovation. By focusing managerial attention on creating awareness, access, affordability, and availability (4 As ), managers can create an exciting environment for innovation. I suggest that external constraints can be utilized to build an innovation sandbox within which new products and business models can be created. Using a live example of such an innovation—the development of the biomass stove for the rural poor in I ndia—I illustrate the process and the usefulness of the approach. Increasingly, global firms are recognizing the implications of innovations at the BOP for developed markets as well.
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