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Journal cover: Journal of Business Strategy

Journal of Business Strategy

ISSN: 0275-6668

Online from: 1980

Subject Area: Strategy

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Serving base-of-the-pyramid markets: meeting real needs through a customized approach


Document Information:
Title:Serving base-of-the-pyramid markets: meeting real needs through a customized approach
Author(s):Jakki J. Mohr, (Regents Professor of Marketing at the School of Business Administration, University of Montana, Missoula, Montana, USA), Sanjit Sengupta, (Professor at the College of Business, San Francisco State University, San Francisco, California, USA), Stanley F. Slater, (Charles and Gwen Lillis Professor of Business Adminstration at the College of Business, Colorado State University, Fort Collins, Colorado, USA)
Citation:Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater, (2012) "Serving base-of-the-pyramid markets: meeting real needs through a customized approach", Journal of Business Strategy, Vol. 33 Iss: 6, pp.4 - 14
Keywords:Corporate philanthropy, Corporate social responsibility, Economic development, Government aid, Non-governmental organizations, Social entrepreneurship
Article type:Conceptual paper
DOI:10.1108/02756661211281453 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Abstract:

PurposeThis article aims to propose a continuum of strategic engagement approaches to base-of-the-pyramid (BOP) markets ranging from non-profit and government aid to corporate social responsibility (CSR) programs and social entrepreneurship. A framework is presented to identify which approach to serving the BOP market makes the most sense under certain conditions, depending on availability of consumer resources to participate in the initiative, the infrastructure available for the initiative to leverage, and whether the focus of the initiative is to be self-sustaining over time.

Design/methodology/approachThis is a conceptual article based on literature review and synthesis.

FindingsEight different approaches to engage with BOP markets are recommended under different combinations of three underlying conditions: consumer resources, infrastructure availability and self-sustainability goals.

Originality/valueThe paper presents a continuum of strategic engagement approaches to BOP markets.



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