Social Entrepreneurship for Development: A Business Model

304 Pages·2017·12.82 MB·English

by  Meg Brindle

A concise, well written book that addresses the gap that has arisen between
developed and developing countries in benefiting from branding and IP owner-
ship. It is both timely and much needed. The real-life examples of how IP posi-
tioning can be successfully applied will greatly facilitate widespread adoption by
social entrepreneurs and provide a really practical tool kit to improve outcomes
for social entrepreneurship programmes.
Malcolm Moss, Founding Partner, Beringea, UK
This insightful and timely book provides a practical guide to both policymakers
and entrepreneurs with an African focus on how African producers can better
capture the value their labor creates. The authors present a convincing argument,
using examplesand language readily understandableto thelay reader.Their book
reflects a lifetime of work, delivering quantifiable improvements to the liveli-
hoods of diverse groups of people in Africa. It deserves the widest possible
readership.
Lord Paul Boateng, British Labour Party, UK
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SOCIAL ENTREPRENEURSHIP
FOR DEVELOPMENT
This book presents a fresh approach to poverty alleviation by bridging the fields
of international development and social entrepreneurship. The authors present a
six-step model for developing an intellectual property business positioning strat-
egy that allows developing country producers to position themselves better as
ownersofretailbrandsinforeignmarketcountries.Readerswilllearnhowproducers
can control the supply chain, including distribution to retail stores.
Focusing on Africa and least developed countries (LDCs), the authors demon-
stratemethodsofutilizingintellectualpropertytools,producerownership,market
positioning, and branding for lucrative outcomes. Extensive research provides
readers with a thorough understanding of what it means to work smarter in a
developing business, while a rich set of international cases offers insight into the
practical applications of brand positioning, trademarks, and licenses.
With a dozen online workbooks that outline methodology, skills, tools, and
case studies, Social Entrepreneurship for Development is a valuable resource for any
student of social entrepreneurship or international development.
Margaret Brindle isVicePresidentandDirectorofEducationatLight YearsIP,
USA, and Adjunct Professor at George Washington University, USA.
Ron Layton is Founder and CEO of Light Years IP, USA. He has 40 years’
experience working in intellectual property and international development.
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SOCIAL
ENTREPRENEURSHIP
FOR DEVELOPMENT
A Business Model
Margaret Brindle and Ron Layton
N
DO LONDON
ON LONDON
L
LONDON
Firstpublished2017
byRoutledge
711ThirdAvenue,NewYork,NY10017
andbyRoutledge
2ParkSquare,MiltonPark,Abingdon,OxonOX144RN
RoutledgeisanimprintoftheTaylor&FrancisGroup,aninformabusiness
©2017Taylor&Francis
TherightofMegBrindle&RonLaytontobeidentifiedasauthorsofthis
workhasbeenassertedbytheminaccordancewithsections77and78ofthe
Copyright,DesignsandPatentsAct1988.
Allrightsreserved.Nopartofthisbookmaybereprintedorreproducedor
utilizedinanyformorbyanyelectronic,mechanical,orothermeans,now
knownorhereafterinvented,includingphotocopyingandrecording,orinany
informationstorageorretrievalsystem,withoutpermissioninwritingfromthe
publishers.
Trademarknotice:Productorcorporatenamesmaybetrademarksorregistered
trademarks,andareusedonlyforidentificationandexplanationwithoutintent
toinfringe.
LibraryofCongressCataloginginPublicationData
Names:Brindle,Margaret,author.|Layton,Ron,author.
Title:Socialentrepreneurshipfordevelopment:abusinessmodel/Margaret
Brindle&RonLayton.
Description:NewYork,NY:Routledge,2016.
Identifiers:LCCN2016031861|ISBN9781138181779(hbk)|ISBN
9781138181786(pbk)|ISBN9781315646763(ebk)|ISBN9781317295976
(mobi/kindle)
Subjects:LCSH:Socialentrepreneurship.|Socialentrepreneurship–Africa.|
Intellectualproperty.|Newproducts–Marketing.
Classification:LCCHD60.B7452016|DDC658.4/08–dc23
LCrecordavailableathttps://lccn.loc.gov/2016031861
ISBN:978-1-138-18177-9(hbk)
ISBN:978-1-138-18178-6(pbk)
ISBN:978-1-315-64676-3(ebk)
TypesetinBembo
byTaylor&FrancisBooks
CONTENTS
List of illustrations ix
Foreword xii
Introduction: The power of method 1
1 The power of positioning and scale 21
2 Changing the power: Begin with the end in mind 44
3 The power of the method: A six-step method for Intellectual
Property Business Positioning 69
4 The power of distinctive products and the Ugandan vanilla
case study 93
5 The power of intellectual property tools 118
6 The power of education and enforcement 139
7 The power of the brand: The Maasai Intellectual Property
case study 174
8 The power of women’s owned IP businesses: WONS of
Uganda and South Sudan 204
9 The power of the historical record: Intellectual Property
business is not new 233
viii Contents
10 The power of international development: Historical trends
and challenges 249
Conclusion: Positioning as a development strategy 273
Index 279
LIST OF ILLUSTRATIONS
Figures
0.1 Percentage of retail price (20 distinctive African products) xiv
1.1 Percentage of retail price (20 distinctive African products) 23
1.2 Map of Africa showing area within 250 miles of the coastline
and within 500 miles of the coastline 26
1.3 Initial retail logo for WONS shea butter 35
1.4 Logo of the Maasai Intellectual Property Initiative 36
1.5 Bars of black soap 39
1.6 Tuna 40
2.1 Transformational change 45
2.2 Divine Chocolate 49
2.3 African producers and market dependency 57
2.4 Power and dependency 59
2.5 Changing the power 60
2.6 Commodity Markets – price volatility 61
2.7 Change the power by changing x – the distribution route 62
2.8 Context knowledge 64
2.9 Change the negotiation position 64
2.10 Ethiopian Fine Coffee and the power of German distribution
companies 65
2.11 Ethiopian coffee exporters reaching final markets 66
3.1 Ugandan pie chart 77
3.2 Estimated farm and retail price 77
3.3 The power of the method 81