nach oben

Journal of Business Ethics

Erschienen in:

17.01.2019 | Original Paper

A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions

verfasst von: Krzysztof Dembek, Nagaraj Sivasubramaniam, Danielle A. Chmielewski

Erschienen in: Journal of Business Ethics | Ausgabe 3/2020

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Sixteen years ago, Prahalad and Hart (Strategy + Business 26:2–14, 2002) introduced the possibility of both profitably serving the poor and alleviating poverty. This first iteration of the Bottom/Base of the Pyramid approach (known as BoP 1.0) focused on selling to the poor. In 2008, after ethical criticisms leveled at it, the field moved to BoP 2.0, instead emphasizing business co-venturing. Since 2015, we have witnessed some calls for a new iteration (BoP 3.0), with the focus broadening to a more sustainable development approach to poverty alleviation. In this paper, we seek to answer the question: How has the BoP approach evolved over the past 16 years, and has it delivered on its early promise? We conducted a systematic review of 276 papers published in journals in this period, utilizing a rigorous correspondence analysis method to map key trends, and then further examined the 22 empirical studies conducted on the BoP approach. Our results suggest that the field has evolved, passing through a number of trends and coming full circle—with our analysis pointing to more recent BoP literature emphasizing similar themes to those espoused in the initial BoP iteration (i.e., treating the BoP as consumers), rather than reflecting the principles espoused in either BoP 2.0 or BoP 3.0. Our analysis also points to a lack of clear evidence that the BoP concept has delivered on its promise either to businesses (that they can serve BoP markets profitably) or to BoP participants (that involvement by multinational corporations will help alleviate poverty).

Nächster Artikel The Importance of Customer Expectations: An Analysis of CSR in Container Shipping

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Nur mit Berechtigung zugänglich

For additional results including more detailed tables and descriptions, please see the Supplementary Materials available at the journal website.

To ensure that our results were not influenced by the publication of special issues, we ran the procedure after eliminating 41 studies published in nine special issues over the 15 years. The special issues were spread across the 6-year categories with two special issues each in three periods and one special issue each in the remaining three periods. The patterns of associations reported here remained the same, confirming that the timing and nature of special issues on this topic did not affect the conclusions drawn here. Additional details including revised plots are available from the authors upon request.

In our review, we did not see a clear attempt to differentiate value creation (the pie size) and value appropriation (share/slice of this pie) as performance of the BoP venture is used as an indicator for both; “value” is often defined only from the firm’s perspective.

Ansari, S., Munir, K., & Gregg, T. (2012). Impact at the ‘bottom of the pyramid’: The role of social capital in capability development and community empowerment. Journal of Management Studies, 49(4), 813–842.

Arora, S., & Romijn, H. (2011). The empty rhetoric of poverty reduction at the base of the pyramid. Organization, 19(4), 481–505.

Banae, M. E., & Yandell, D. (2006). Development strategies and opportunities: The case of Africa. Review of Human Factor Studies, 12(1), 114–133.

Berger, E., & Nakata, C. (2013). Implementing technologies for financial service innovations in base of the pyramid markets. Journal of Product Innovation Management, 30(6), 1199–1211.

Bruton, G. D., Ketchen Jr, D. J., & Ireland, R. D. (2013). Entrepreneurship as a solution to poverty. Journal of Business Venturing, 28(6), 683–689.

Calton, J. M., Werhane, P. H., Hartman, L. P., & Bevan, D. (2013). Building partnerships to create social and economic value at the base of the global development pyramid. Journal of Business Ethics, 117(4), 721–733.

Cañeque, F. C., & Hart, S. (Eds.). (2015). Base of the pyramid 3.0: Sustainable development through innovation and entrepreneurship. Sheffield: Greenleaf Publishing Limited.

Carroll, J. D., Green, P. E., & Schaffer, C. M. (1986). Interpoint distance comparisons in correspondence analysis. Journal of Marketing Research, 23(3), 271–280.

Cooney, K., & Shanks, T. R. W. (2010). New approaches to old problems: Market-based strategies for poverty alleviation. Social Service Review, 84(1), 29–55.

Dasgupta, P., & Hart, S. L. (2015). Creating an innovation ecosystem for inclusive and sustainable business. In F. C. Cañeque & S. L. Hart (Eds.), Base of the pyramid 3.0: Sustainable development through innovation and entrepreneurship. Sheffield: Greenleaf Publishing Limited.

Davidson, K. (2009). Ethical concerns at the bottom of the pyramid: Where CSR meets BoP. Journal of International Business Ethics, 2(1), 22–32.

Dembek, K., & Sivasubramaniam, N. (2018). Examining Base of the Pyramid (BoP) venture success through the mutual value CARD approach. In R. Grosse and K.E. Meyer (Eds.) The Oxford handbook of management in emerging markets. Oxford: Oxford University Press.

Dembek, K., & York, Y. (2018). Rethinking the Base of the Pyramid business models engaging the poor in the value chain. Paper presented at the 3rd international conference on new business models, “new business models with impact: Focused, scalable and international”. 27–28 June, Sofia, Bulgaria.

ETBrandEquity (2016). Here’s how Godrej’s ChotuKool is planning to #UnHungryIndia (December 28). Retrieved July 31, 2018, from https://brandequity.economictimes.indiatimes.com/news/marketing/heres-how-godrejs-chotukool-is-planning-to-unhungryindia/56216547.

Follman, J. (2012). BoP at ten: Evolution and a new lens. South Asian Journal of Global Business Research, 1(2), 293–310.

Gardetti, M. A. (2006). A base-of-the-pyramid approach in Argentina: Preliminary findings for a BOP Lab. Greener Management International, 51(Autumn), 65–77.

Garrette, B., & Karnani, A. (2010). Challenges in marketing socially useful goods to the poor. California Management Review, 52(4), 29–47.

Gebauer, H., & Reynoso, J. (2013). An agenda for service research at the base of the pyramid. Journal of Service Management, 24(5), 482–501.

Gold, S., Hahn, R., & Seuring, S. (2013). Sustainable supply chain management in ‘‘Base of the Pyramid’’ food projects—A path to triple bottom line approaches for multinationals? International Business Review, 22(5), 784–799.

Greenacre, M. (2007). Correspondence analysis in practice. Boca Raton: CRC Press.

Greenacre, M. (2010). Correspondence analysis of raw data. Ecology, 91(4), 958–963.

Gupta, S., & Pirsch, J. (2014). Consumer evaluation of target marketing to the bottom of the pyramid. Journal of International Consumer Marketing, 26(1), 58–74.

Hahn, R. (2009). The ethical rational of business for the poor–integrating the concepts bottom of the pyramid, sustainable development, and corporate citizenship. Journal of Business Ethics, 84(3), 313–324.

Halme, M., Kourula, A., Lindeman, S., Kallio, G., Lima-Toivanen, M., & Korsunova, A. (2016). Sustainability innovation at the base of the pyramid through multi-sited rapid ethnography. Corporate Social Responsibility and Environmental Management, 23, 113–128.

Hart, S. L. (2005). Capitalism at the crossroads: The unlimited business opportunities in solving the world’s most difficult problems. Upper Saddle River: Pearson Education.

Hart, S. L. (2010). Capitalism at the crossroads: Next generation business strategies for a post-crisis world (3rd edn.). Upper Saddle River: Wharton School Publishing.

Hart, S. L. (2015). BoP 2.0: The next generation of strategy for the base of the pyramid. In E. Lawler, S. Mohrman & J. O’Toole (Eds.), Corporate stewardship. Palo Alto: Stanford University Press.

Hart, S. L., & Christensen, C. M. (2002). The great leap: Driving innovation from the base of the pyramid. MIT Sloan Management Review, 44(1), 51–56.

Hemais, M. W., Casotti, L. M., & Rocha, E. P. (2013). Hedonismo e Moralismo: Consumo na base da pirâmide. Revista de Administração de Empresas, 53(2), 199–207.

Hoffman, D. L., & Franke, G. R. (1986). Correspondence analysis: Graphical representation of categorical data in marketing research. Journal of Marketing Research, 23(3), 213–227.

Humberg, K., & Braun, B. 2014. Social business and poverty alleviation: Lessons from Grameen Danone and Grameen Veolia. Social Business, 201–223.

Jones, L. C., Siemsen, E., & Balasubramanian, S. (2015). Consumer behavior change at the base of the pyramid: Bridging the gap between for-profit and social responsibility strategies. Strategic Management Journal, 36(2), 307–317.

Karnani, A. (2006). Misfortune at the bottom of the pyramid. Greener Management International, 51(June), 99–110.

Karnani, A. (2007). The mirage of marketing to the bottom of the pyramid: How the private sector can help alleviate poverty. California Management Review, 49(4), 90–111.

Karnani, A. (2008). Help, do not romaticize the poor. Business Strategy Review, 19(2), 48–53.

Karnani, A. (2009). Romanticizing the poor harms the poor. Journal of International Development, 21(1), 76–86.

Karnani, A. (2010). Failure of the libertarian approach to reducing poverty. Asian Business and Management, 9(1), 5–21.

Khavul, S., & Bruton, G. D. (2013). Harnessing innovation for change: Sustainability and poverty in developing countries. Journal of Management Studies, 50(2), 285–306.

Kistruck, G. M., Sutter, C. J., Lount, R. B., & Smith, B. R. (2013). Mitigating principal-agent problems in base-of-the-pyramid markets: An identity spillover perspective. Academy of Management Journal, 56(3), 659–682.

Kolk, A., Rivera-Santos, M., & Rufin, C. (2014). Reviewing a decade of research on the “base/bottom of the pyramid” (BOP) concept. Business & Society, 53, 338–377.

Kumar, A., Shankar, R., Momaya, K., & Gupte, S. (2010). The market for wireless electricity: The case of India. Energy Policy, 38(3), 1537–1547.

Landrum, N. E. (2007). Advancing the “base of the pyramid” debate. Strategic Management Review, 1(1), 1–12.

London, T. (2008). The Base-of-the-Pyramid perspective: A new approach to poverty alleviation. Paper presented at the Academy of Management Annual Meeting, Anaheim, August 8–13.

London, T. (2016). The base of the pyramid promise: Building businesses with impact and scale. Stanford: Stanford Business Books.

London, T., Esper, H., Grogan-Kaylor, A., & Kistruck, G. M. (2014). Connecting poverty to purchase in informal markets. Strategic Entrepreneurship Journal, 8(1), 37–55.

London, T., & Hart, S. L. (2004). Reinventing strategies for emerging markets: Beyond the transnational model. Journal of International Business Studies, 35(5), 350–370.

Mason, K., Chakrabarti, R., & Singh, R. (2017). Markets and marketing at the bottom of the pyramid. Marketing Theory, 17(3), 261–270.

Mela, C. F., Roos, J., & Deng, Y. (2013). Invited paper—a keyword history of marketing science. Marketing Science, 32(1), 8–18.

Newell, P. (2008). CSR and the limits of capital. Development and Change, 39(6), 1063–1078.

Palmer, M. W. (1993). Putting things in even better order: the advantages of canonical correspondence analysis. Ecology, 74(8), 2215–2230.

Pedrozo, E. (2015). Proposition of BoP 3.0 as an alternative model of business for BoP (base of pyramid) producers: Case study in Amazonia. In M. R. Loera & A. J. Marjanski (Eds.), The challenges of management in turbulent times: Global issues from local perspective (pp. 189–203). Mexico: Universid de Occidente.

Peredo, A., & Chrisman, J. (2006). Toward a theory of community-based enterprise. Academy of Management Review, 31(2), 309–328.

Pirson, M. (2012). Social entrepreneurs as the paragons of shared value creation? A critical perspective. Social Enterprise Journal, 8(1), 31–48.

Pitta, D. A., Guesalaga, R., & Marshall, P. (2008). The quest for the fortune at the bottom of the pyramid: Potential and challenges. Journal of Consumer Marketing, 25(7), 393–401.

Prahalad, C. K. (2005). Fortune at the bottom of the pyramid: Eradicating poverty through profits. Philadelphia: Wharton School Publishing.

Prahalad, C. K., & Hart, S. L. (2002). Fortune at the bottom of the pyramid. Strategy + Business, 26, 2–14.

Ramasamy, B., Yeung, M. C., & Chen, J. (2013). Selling to the urban Chinese in East Asia: Do CSR and value orientation matter? Journal of Business Research, 66(12), 2485–2491.

Reficco, E., & Márquez, P. (2012). Inclusive networks for building BOP markets. Business and Society, 51(3), 512–554.

Riddell, R. C. (2007). Does foreign aid really work? Oxford: Oxford University Press.

Sachs, J. (2005). The end of poverty: How we can make it happen in our lifetime. UK: Penguin.

Santos, N. J. C., & Laczniak, G. R. (2009). Marketing to the poor: An integrative justice model for engaging impoverished market segments. Journal of Public Policy and Marketing, 28(1), 3–15.

Schuster, T., & Holtbrügge, D. (2014). Benefits of cross-sector partnerships in markets at the base of the pyramid. Business Strategy and the Environment, 23(3), 188–203.

Sharmin, S., Khan, N. A., & Belal, A. R. (2014). Corporate community involvement in Bangladesh: An empirical study. Corporate Social Responsibility and Environmental Management, 21, 41–51.

Simanis, E. (2012). Reality check at the bottom of the pyramid. Harvard Business Review, 90, 120–125.

Simanis, E., & Hart, S. L. (2008). The base of the pyramid protocol: Toward next generation BoP strategy (version 2.0). Ithaca: Cornell University.

Simanis, E., & Hart, S. L. (2009). Innovation from the inside out. MIT Sloan Management Review, 50(4), 77–86.

Simanis, E., Hart, S. L., Enk, G., Duke, D., Gordon, M., & Lippert, A. (2005). Strategic initiatives at the base of the pyramid: A protocol for mutual value creation. Racine, WI.

Simanis, E., & Milstein, M. (2012). Back to business fundamentals: Making “bottom of the pyramid” relevant to core business. The Journal of Field Actions: Field Actions Science Reports Special Issue, 4, 82–88.

Smith, A., & Pezeshkan, A. (2013). Which businesses actually help the global poor? South Asian Journal of Global Business Research, 2(1), 43–58.

Sridharan, S., & Viswanathan, M. (2008). Marketing in subsistence marketplaces: Consumption and entrepreneurship in a South Indian context. Journal of Consumer Marketing, 25(7), 455–462.

Sutter, C. J., Kistruck, G. M., & Morris, S. (2014). Adaptations to knowledge templates in base-of-the-pyramid markets: The role of social interaction. Strategic Entrepreneurship Journal, 8(4), 303–320.

van den waeyenberg, S., & Hens, L. (2012). Overcoming institutional distance: Expansion to base-of-the-pyramid markets. Journal of Business Research, 65(12), 1692–1699.

van der Vleuten, F., Stam, N., & van der Plas, R. (2007). Putting home solar system programmes into perspective: What lessons are relevant? Energy Policy, 35(3), 1439–1451.

VanSandt, C. V., & Sud, M. (2012). Poverty alleviation through partnerships: A road less travelled for business, governments, and entrepreneurs. Journal of Business Ethics, 110(3), 321–332.

Waddock, S. (2008). Building a new institutional infrastructure for corporate responsibility. Academy of Management Perspectives, 22(3), 87–108.

Whitney, P. (2011). Reframing design for the base of the pyramid. In T. London & S. Hart (Eds.), Next generation business strategies for the base of the pyramid (pp. 165–192). Upper Saddle River: Pearson Education.

Yurdakul, D., Atik, D., & Dholakia, N. (2017). Redefining the bottom of the pyramid from a marketing perspective. Marketing Theory, 17(3), 289–303.

Titel: A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions
verfasst von: Krzysztof Dembek
Nagaraj Sivasubramaniam
Danielle A. Chmielewski
Publikationsdatum: 17.01.2019
Verlag: Springer Netherlands
Erschienen in: Journal of Business Ethics / Ausgabe 3/2020
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-019-04105-y

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 3/2020

Judgements of SMEs’ Legitimacy and Its Sources

State Pension Funds and Corporate Social Responsibility: Do Beneficiaries’ Political Values Influence Funds’ Investment Decisions?

Assessing the Non-financial Outcomes of Social Enterprises in Luxembourg

A Case Study of Micro Businesses in Jelutong Wet Market in Penang, Malaysia: Implications for CSR Scholarship

CSR Beyond Economy and Society: A Post-capitalist Approach

The Importance of Customer Expectations: An Analysis of CSR in Container Shipping

Premium Partner