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    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/

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Situated bottom of the pyramid markets and the multinational corporation

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Situated bottom of the pyramid markets and the multinational corporation. / Faulconbridge, James R.

In: Marketing Theory, Vol. 13, No. 3, 09.2013, p. 393-396.

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@article{22dc036d109b42cca50ec1652add9390,
title = "Situated bottom of the pyramid markets and the multinational corporation",
abstract = "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.",
keywords = "Bottom of pyramid, markets, multinationals, globalisation, GLOBAL PRODUCTION NETWORKS, REGIONAL-DEVELOPMENT, KNOWLEDGE, INTERNATIONALIZATION, PERSPECTIVE, ECONOMIES, FIRMS",
author = "Faulconbridge, {James R.}",
note = "The final, definitive version of this article has been published in the Journal, Marketing Theory, 13 (3), 2013, {\circledC} 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/",
year = "2013",
month = "9",
doi = "10.1177/1470593113489192",
language = "English",
volume = "13",
pages = "393--396",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",
number = "3",

}

RIS

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 -