Obstacles to Firms’ Adoption of Socially Embedded Approaches to BoP Markets

2014 ◽  
pp. 105-127 ◽  
Author(s):  
Clare Bland ◽  
Ralph Hamann
Keyword(s):  
Bop Markets

Branding paradigm for the bottom of the pyramid markets

2009 ◽  
Vol 13 (4) ◽  
pp. 58-68 ◽  
Author(s):  
Rajagopal
Keyword(s):  
Brand Management ◽  
Business Strategies ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Market Segments ◽  
Content Type ◽  
Rural Markets ◽  
Global Brands ◽  
Consumer Value ◽  
Bop Markets

PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.

Various Corporate Citizenships in BoP Markets

2013 ◽  
Author(s):  
Céline Cholez ◽  
Pascale Trompette
Keyword(s):  
Bop Markets

Risk and social value creation in volatile BOP markets

2020 ◽  
pp. 76-94
Author(s):  
Ahmad Arslan ◽  
Ismail Gölgeci ◽  
Minnie Kontkanen ◽  
Tiina Leposky
Keyword(s):  
Value Creation ◽  
Social Value ◽  
Social Value Creation ◽  
Bop Markets

Building and scaling social enterprise business models for BOP markets in Kenya

2020 ◽  
pp. 199-227 ◽  
Author(s):  
Giacomo Ciambotti ◽  
David Littlewood ◽  
Andrea Sottini ◽  
Esther Nkatha M’ithiria
Keyword(s):  
Social Enterprise ◽  
Business Models ◽  
Bop Markets

The impact of institutional voids on risk and performance in base-of-the-pyramid supply chains

2020 ◽  
Vol 31 (4) ◽  
pp. 829-863
Author(s):  
Attique ur Rehman ◽  
Muhammad Shakeel Sadiq Jajja ◽  
Raja Usman Khalid ◽  
Stefan Seuring
Keyword(s):  
Supply Chain ◽  
Firm Performance ◽  
Product Market ◽  
Base Of The Pyramid ◽  
Institutional Voids ◽  
Supply Chain Risk ◽  
Content Type ◽  
And Performance ◽  
Bop Markets ◽  
Supply Chain Risks

PurposeBase-of-the-pyramid (BoP) markets are frequently characterized by institutional voids. However, it remains unclear how institutional voids impact corporate and supply chain risk and performance. This intersection will be analyzed in this paper.Design/methodology/approachThis paper presents a systematic literature review of 94 BoP papers published between 2004 and 2019 in peer-reviewed, English-language journals available on Scopus. Drawing upon established frameworks for examining institutional voids, supply chain risks and BoP performance, frequency, and contingency analyses are conducted. Contingencies are established to provide insights into the associations between different constructs from the selected frameworks.FindingsSupply chain risks are pervasive in the BoP discourse, especially when BoP markets are characterized by institutional voids. The frequency analysis of the constructs suggests that the key supply chain risks discussed in the BoP literature include social risk, credit risk, product market and operating uncertainties, knowledge and skill biases and decision-maker risks due to bounded rationality. The contingency analysis suggests that institutional voids are associated with supply chain risks that affect performance.Research limitations/implicationsA theoretical framework aligning three research streams in the context of BoP calls for future studies to test the causality of highlighted constructs that are significantly associated. The analysis is confined to the constructs that are taken into account based on specific conceptual frameworks.Practical implicationsThe study provides practitioners with a framework to manage supply chain risks in BoP-related firms to enhance firm performance. Managers can use key dimensions of supply chain risk, such as the product market, the input market and operating uncertainties, to evaluate performance in the BoP context.Originality/valueSpecifically, this research has strengthened the inquiry of supply chain risks in the presence of institutional voids that may have an impact on firm performance

scholarly journals Unravelling inclusive business models for achieving food and nutrition security in BOP markets

2020 ◽  
Vol 24 ◽  
pp. 100354 ◽  
Author(s):  
Myrtille Danse ◽  
Laurens Klerkx ◽  
Jorrit Reintjes ◽  
Rudy Rabbinge ◽  
Cees Leeuwis
Keyword(s):  
Business Models ◽  
Food And Nutrition Security ◽  
Nutrition Security ◽  
Food And Nutrition ◽  
Inclusive Business ◽  
Bop Markets

Sticking to the social mission: Microinsurance in bottom of the pyramid markets

2019 ◽  
Vol 44 (4) ◽  
pp. 209-219
Author(s):  
B Elango ◽  
Stephen Chen ◽  
Jim Jones
Keyword(s):  
Emerging Markets ◽  
Social Services ◽  
Social Enterprise ◽  
Social Enterprises ◽  
Bottom Of The Pyramid ◽  
Social Mission ◽  
The Social ◽  
Bop Markets

The purpose of this article is to understand what drives social enterprises in bottom of the pyramid (BOP) markets to stick to or drift away from their social mission. Based on an analysis of 192 microinsurance operators in 26 emerging markets, we find that (1) when donors are involved in the operations of the social enterprise, this leads to a greater commitment to the social mission and (2) social enterprises located in countries with poorly performing governments tend to have a lower commitment to their social mission. Given the need for social services in such countries, we offer some suggestions to increase the chances of social enterprises staying committed to their social mission.

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