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What are bottom of the pyramid markets and why do they matter?

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What are bottom of the pyramid markets and why do they matter? / Mason, Katy; Chakrabarti, Ronika; Singh, Ramendra.
In: Marketing Theory, Vol. 13, No. 3, 09.2013, p. 401-404.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

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Mason K, Chakrabarti R, Singh R. What are bottom of the pyramid markets and why do they matter? Marketing Theory. 2013 Sept;13(3):401-404. Epub 2013 May 28. doi: 10.1177/1470593113489193

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Mason, Katy ; Chakrabarti, Ronika ; Singh, Ramendra. / What are bottom of the pyramid markets and why do they matter?. In: Marketing Theory. 2013 ; Vol. 13, No. 3. pp. 401-404.

Bibtex

@article{835a8b214b7d4db4a8ccdbe658b6b66e,
title = "What are bottom of the pyramid markets and why do they matter?",
abstract = "There are thousands of journal articles that concern themselves with markets at the bottom of the pyramid (BoP).1 What is there to say that hasn{\textquoteright}t been said already? In 2002, an article published in the Harvard Business Review (Prahalad and Hammond, 2002) brought to the forefront of business and academic attention a {\textquoteleft}missing market{\textquoteright} that was claimed to be lying dormant, ignored by international and multination corporations yet worthy of attention for its potential to contribute to both economic and social prosperity. The notion of markets at the BoP is concerned with providing the {\textquoteleft}poor{\textquoteright} in developing and emergent economies with access to markets. Prahalad and Hammond (2002) champion the needs of the {\textquoteleft}invisible poor{\textquoteright} to the marketing efforts of multinational corporations. Prahalad and Hammond{\textquoteright}s (2002) assert that the poor as {\textquoteleft}consumers{\textquoteright} constituted a sizeable market opportunity but this view has been criticised. In this essay, we explore how BoP markets might be reconceptualising to better shape interventions that relieve poverty.",
keywords = "Market practices , bottom of the pyramid , subsistence markets",
author = "Katy Mason and Ronika Chakrabarti and Ramendra Singh",
year = "2013",
month = sep,
doi = "10.1177/1470593113489193",
language = "English",
volume = "13",
pages = "401--404",
journal = "Marketing Theory",
issn = "1470-5931",
publisher = "SAGE Publications Ltd",
number = "3",

}

RIS

TY - JOUR

T1 - What are bottom of the pyramid markets and why do they matter?

AU - Mason, Katy

AU - Chakrabarti, Ronika

AU - Singh, Ramendra

PY - 2013/9

Y1 - 2013/9

N2 - There are thousands of journal articles that concern themselves with markets at the bottom of the pyramid (BoP).1 What is there to say that hasn’t been said already? In 2002, an article published in the Harvard Business Review (Prahalad and Hammond, 2002) brought to the forefront of business and academic attention a ‘missing market’ that was claimed to be lying dormant, ignored by international and multination corporations yet worthy of attention for its potential to contribute to both economic and social prosperity. The notion of markets at the BoP is concerned with providing the ‘poor’ in developing and emergent economies with access to markets. Prahalad and Hammond (2002) champion the needs of the ‘invisible poor’ to the marketing efforts of multinational corporations. Prahalad and Hammond’s (2002) assert that the poor as ‘consumers’ constituted a sizeable market opportunity but this view has been criticised. In this essay, we explore how BoP markets might be reconceptualising to better shape interventions that relieve poverty.

AB - There are thousands of journal articles that concern themselves with markets at the bottom of the pyramid (BoP).1 What is there to say that hasn’t been said already? In 2002, an article published in the Harvard Business Review (Prahalad and Hammond, 2002) brought to the forefront of business and academic attention a ‘missing market’ that was claimed to be lying dormant, ignored by international and multination corporations yet worthy of attention for its potential to contribute to both economic and social prosperity. The notion of markets at the BoP is concerned with providing the ‘poor’ in developing and emergent economies with access to markets. Prahalad and Hammond (2002) champion the needs of the ‘invisible poor’ to the marketing efforts of multinational corporations. Prahalad and Hammond’s (2002) assert that the poor as ‘consumers’ constituted a sizeable market opportunity but this view has been criticised. In this essay, we explore how BoP markets might be reconceptualising to better shape interventions that relieve poverty.

KW - Market practices

KW - bottom of the pyramid

KW - subsistence markets

U2 - 10.1177/1470593113489193

DO - 10.1177/1470593113489193

M3 - Journal article

VL - 13

SP - 401

EP - 404

JO - Marketing Theory

JF - Marketing Theory

SN - 1470-5931

IS - 3

ER -