For the answer, we need to go way back to Maslow in 1943. A Theory of Human Motivation While some may know Maslow’s Hierarchy of Needs pyramid, his full theorizing was more extensive.

In the world of business, financial management evolves over time, just like human needs progress in stages. Think of Maslow’s Hierarchy of Needs, which starts with basic survival needs like food ...

Chu, Michael, Regina Garcia-Cuellar, and Rosa Amelia Gonzalez. "Día Día Practimercados: Meeting the Daily Needs at the Base of the Pyramid (A)." Harvard Business School Case 313-071, August 2012.