Online from: 1988
|Title:||Dynamic transformations for base-of-the pyramid market clusters|
|Author(s):||Arnould E J, Mohr J J|
|Journal:||Journal of the Academy of Marketing Science, Summer 2005, Volume: 33 Issue: 3 pp.254-274 (21 pages)|
|Keywords:||Africa, Cluster Analysis, Developing Countries, Marketing Opportunity, Partnering|
|Article type:||Research paper|
|Reference:||34AR881 (Permanent URL)|
Design/methodology/approach - Suggests that by partnering with local players, business opportunities can be strengthened in developing countries; considers that the identification of industry clusters (partners) can provide an effective way of identifying BOP economic factors with the potential for market-led development. Lists the relevant themes in cluster research and adopting an extended ethnographic case method, examines, among other things, how small enterprise clusters in BOPM compare with clusters in more developed countries, focused on firms involved in the leather-working industry in the Niger Republic, West Africa. Describes the data collection process and applies the data to cluster themes (efficiencies, governance, adaptability and performance).
Findings - Highlights the presence of cluster characteristics in BOPM; points out, however, that compared with more developed countries the pace of change is slow and the level of specialization, technological sophistication and capital investment is low in BOPMs; identifies, among other things, two patterns of cluster governance.
Research limitations/implications - Provides a framework on how BOPM marketing networks can be developed and transformed into vibrant industry clusters and puts forward a number of areas for future research.
Practical implications - Need to understand the critical ingredients to transform the BOPM cluster and to identify local partners with global potential; suggests focusing investments on boundary-spanning firms in indigenous clusters.
Originality/value - Provides a cluster analysis, focused on a developing country.