Customers at the bottom of the pyramid (BOP) desire to use the same products as affluent
consumers. Thus, BOP customers tend to participate in aspirational consumption. The …

abstract Rooted in the notion of inclusive capitalism, the Bottom‐of‐the‐Pyramid (BoP)
approach argues for the simultaneous pursuit of profit and social welfare by creating markets …

Companies are recognizing and pursuing the opportunity to serve the market known as the
base of the pyramid (BOP), ie, consumers who live in poverty in developing countries. The …

abstract To date, a well‐developed business perspective on how to promote sustainability
for those in poverty is sorely lacking. For sustainability enhancing innovations in developing …

Purpose–It is estimated that the poorest of the world, termed as being economically at the
bottom of the pyramid (BoP), have a purchasing power of $5 trillion. This paper aims to study …

We study subsistence entrepreneurship, defined as entrepreneurial actions undertaken by
individuals living in poverty. Subsistence entrepreneurs are important elements of the global …

This article describes exploratory research on how consumers and small entrepreneurs
navigate subsistence marketplaces, with particular emphasis on social networks, a central …

In recent years, market‐based approaches have been proposed for the base of the pyramid
(BoP). However, the literature offers little theoretical or practical guidelines for innovative …

Over 4billion people live in what is commonly referred to as the “bottom of the pyramid” or as
subsistence marketplaces. These individuals and families live in substandard housing, with …

Purpose The study aims to present a systematic literature review (SLR) to understand the
current status of research on social media usage among the bottom of the pyramid (BOP) …