Publication Details

McKie, D., Motion, J. & Munshi, D. (2004). Envisioning communication from the edge. Australian Journal of Communication, 31 (3), 1-11.


In mapping movements on the edge, we explore how scholars redefine the boundaries of what constitutes research and practice. In The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits, a book that already promises to be one of the seminal business books of the 21 st century, C. K. Prahalad (2004) recounts his difficulties in finding a journal to publish the research that informed his book. Thanks to his earlier success with a prizewinning bestseller on more conventional business strategy, Competing for the Future (Hamel & Prahalad, 1994), Prahalad went on to find a book publisher despite the academic journal rejections. His efforts, we would argue, were powered by his Asian origins and his desire to apply his business knowledge to make a positive difference to people disempowered by living at the bottom of the economic pyramid.

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