Rights statement: The final, definitive version of this article has been published in the Journal, Marketing Theory, 13 (3), 2013, © SAGE Publications Ltd, 2013 by SAGE Publications Ltd at the Marketing Theory page: http://mtq.sagepub.com/ on SAGE Journals Online: http://online.sagepub.com/
Submitted manuscript, 333 KB, PDF document
Research output: Contribution to Journal/Magazine › Journal article
Research output: Contribution to Journal/Magazine › Journal article
}
TY - JOUR
T1 - Situated bottom of the pyramid markets and the multinational corporation
AU - Faulconbridge, James R.
N1 - The final, definitive version of this article has been published in the Journal, Marketing Theory, 13 (3), 2013, © SAGE Publications Ltd, 2013 by SAGE Publications Ltd at the Marketing Theory page: http://mtq.sagepub.com/ on SAGE Journals Online: http://online.sagepub.com/
PY - 2013/9
Y1 - 2013/9
N2 - There are significant opportunities to learn from but also develop the literature on multinational corporations (MNCs) when analysing bottom of the pyramid (BOP) markets. This short review explores three potential opportunities relating to market making dynamics, knowledge mobilities and embedded power geometries. Each is explored in turn and helps reveal the complex questions that exist about the situated nature of both BOP markets and the activities of MNCs in these markets. The underlying theme that emerges from the review is that multinationals have the potential to shape in both positive and negative ways in terms of trade not aid' the development of BOP markets.
AB - There are significant opportunities to learn from but also develop the literature on multinational corporations (MNCs) when analysing bottom of the pyramid (BOP) markets. This short review explores three potential opportunities relating to market making dynamics, knowledge mobilities and embedded power geometries. Each is explored in turn and helps reveal the complex questions that exist about the situated nature of both BOP markets and the activities of MNCs in these markets. The underlying theme that emerges from the review is that multinationals have the potential to shape in both positive and negative ways in terms of trade not aid' the development of BOP markets.
KW - Bottom of pyramid
KW - markets
KW - multinationals
KW - globalisation
KW - GLOBAL PRODUCTION NETWORKS
KW - REGIONAL-DEVELOPMENT
KW - KNOWLEDGE
KW - INTERNATIONALIZATION
KW - PERSPECTIVE
KW - ECONOMIES
KW - FIRMS
U2 - 10.1177/1470593113489192
DO - 10.1177/1470593113489192
M3 - Journal article
VL - 13
SP - 393
EP - 396
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
IS - 3
ER -