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Marketing to the Bottom of the Pyramid and Subsistence Markets-A Research Agenda

Avinash G Mulky
Journal Name
Acta Universatitis Agriculturae Et Silviculturae Mendelianae Brunesis
Journal Publication
others
Publication Year
2011
Marketing
Publication Date
Vol. LIX, No. 2, PP 9-14, 2011
Abstract

The concepts of Bottom of the Pyramid (BOP) and subsistence markets have attracted substantial academic and managerial attention in recent years. The BOP thesis states that there are opportunities for multinational companies to achieve signify cant revenues and profitability by designing and implementing marketing programs aimed at people who occupy the lowest tier in the world's economic pyramid. The number of people in this segment has been estimated to be between 2.7 billion and 4 billion. This paper reviews the academic literature on BOP and subsistence markets and identifies important issues related to marketing to these consumers.

Marketing to the Bottom of the Pyramid and Subsistence Markets-A Research Agenda

Author(s) Name: Avinash G Mulky
Journal Name: Acta Universatitis Agriculturae Et Silviculturae Mendelianae Brunesis
Volume: Vol. LIX, No. 2, PP 9-14, 2011
Year of Publication: 2011
Abstract:

The concepts of Bottom of the Pyramid (BOP) and subsistence markets have attracted substantial academic and managerial attention in recent years. The BOP thesis states that there are opportunities for multinational companies to achieve signify cant revenues and profitability by designing and implementing marketing programs aimed at people who occupy the lowest tier in the world's economic pyramid. The number of people in this segment has been estimated to be between 2.7 billion and 4 billion. This paper reviews the academic literature on BOP and subsistence markets and identifies important issues related to marketing to these consumers.