Marketing at the base of the pyramid: Perspectives for practitioners and academics

Stefanie Beninger and Karen Robson

Business Horizons, 2015, vol. 58, issue 5, 509-516

Abstract: This article argues that there is a strong case as to why marketing practitioners and scholars should be interested in Base of the Pyramid (BoP) markets, and attempts to enhance understanding of marketing in the BoP. We begin by describing the BoP market and reviewing the existing literature on BoP consumer behavior and marketing promotions. We then present a number of current practitioner approaches to marketing in the BoP and highlight disconnects between what occurs in practice and existing academic research. We conclude with four takeaways designed to inform marketing practitioners of potentially effective approaches and missed opportunities; in addition, we inform academics of areas where further research would be beneficial.

Keywords: Base of the pyramid; Bottom of the pyramid; Marketing; Promotions; Poverty; Emerging markets (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0007681315000610
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:58:y:2015:i:5:p:509-516

DOI: 10.1016/j.bushor.2015.05.004

Access Statistics for this article

Business Horizons is currently edited by C. M. Dalton

More articles in Business Horizons from Elsevier
Bibliographic data for series maintained by Catherine Liu ().