Base of the pyramid producers’ constraints: An integrated review and research agenda

Avinash Kumar, Rajeev Kumra and Ramendra Singh

Journal of Business Research, 2022, vol. 140, issue C, 115-129

Abstract: The Base of Pyramid (BoP) narrative has been dominated by the consumption perspective, as compared to producers’ perspective. The literature on the constraints faced by BoP producers in such resource-constrained environments remains scattered and fragmented. This paper, therefore, systematically reviews and integrates previous studies dealing with constraints of the base of the pyramid producers. Synthesizing various strands of literature, we suggest eight propositions related to BoP producers’ constraints. We also provide an extended typology of constraints faced by BoP producers. The psycho-social constraints, organizational constraints and institutional constraints are three constituent categories of this extended typology. Drawing from the marketing system view, the article also provides a conceptual framework for advancing a multi-level, recursively related and process-based understanding of these constraints. The article also provides useful directions for future enquiry and explicates several implications for researchers, managers and policymakers.

Keywords: Base of the pyramid producer; Conceptual framework; Constraints; Extended typology; Marketing system view; Propositions; Subsistence entrepreneur (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:140:y:2022:i:c:p:115-129

DOI: 10.1016/j.jbusres.2021.11.046

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