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Corporate Social Responsibility: Linking Bottom of the Pyramid to Market Development?

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  • Ramendra Singh
  • Madhupa Bakshi
  • Prashant Mishra

Abstract

In this article, we develop theoretical and empirical linkages between corporate social responsibility (CSR) initiatives of business organizations and their market development efforts at the bottom of the pyramid (BOP). We use qualitative in-depth interviews of 21 CSR heads of business organizations and its CSR partner organizations in India (an emerging market) to explore, develop, and explain plausible theoretical linkages between CSR initiatives of the organizations and its market development efforts at BOP using theory of market separations. Using theoretical frameworks from CSR literature and sub-theory of market separations from marketing literature, the study suggests that market development at BOP is enhanced using the CSR route in several ways. These are, (1) making the BOP market development less risky, (2) mask the CSR initiative as a BOP pilot project to generate internal traction within the organization, (3) integrating the BOP communities with the last mile of the supply chain of the organization, (4) bringing government intervention to accelerate scale-up, and (5) developing BOP as future markets for consumers and supply chain partners to make business more sustainable. Our study has several theoretical as well as managerial implications linking organizations’ market development efforts at BOP with its CSR initiatives. Copyright Springer Science+Business Media Dordrecht 2015

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  • Ramendra Singh & Madhupa Bakshi & Prashant Mishra, 2015. "Corporate Social Responsibility: Linking Bottom of the Pyramid to Market Development?," Journal of Business Ethics, Springer, vol. 131(2), pages 361-373, October.
    • Handle: RePEc:kap:jbuset:v:131:y:2015:i:2:p:361-373
    DOI: 10.1007/s10551-014-2283-8
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    2. Nyadzayo, Munyaradzi W. & Matanda, Margaret J. & Rajaguru, Rajesh, 2018. "The determinants of franchise brand loyalty in B2B markets: An emerging market perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 435-445.
    3. Manoj Anand & Jagandeep Singh, 2021. "Business students’ perception of corporate social responsibility: an exploratory study," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(3), pages 261-284, September.
    4. Varun Garg & Sakshi Agarwal, 2021. "An Empirical Study on the Corporate Social Responsibility Regime in India: Pre-COVID and COVID Times," Review of Market Integration, India Development Foundation, vol. 13(2-3), pages 124-153, December.
    5. Adomako, Samuel & Amankwah-Amoah, Joseph & Ahsan, Mujtaba, 2023. "Base of the pyramid orientation, imitation orientation and new product performance in an emerging market," Technovation, Elsevier, vol. 119(C).
    6. Subhajit Bhattacharya & Arunava Dalal, 2024. "Exploring the brand gratitude paradigm at BOP in the context of emerging markets," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(3), pages 789-816, September.
    7. Rahul Nilakantan & Deepak Iyengar & Samar K. Datta & Shashank Rao, 2021. "On Ethical Violations in Microfinance Backed Small Businesses: Family and Household Welfare," Journal of Business Ethics, Springer, vol. 172(4), pages 785-802, September.
    8. Melissa Martirano, 2020. "Bottom of the Pyramid Marketing," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(4), pages 1-13, March.
    9. Mukherjee, Srabanti & Datta, Biplab & Paul, Justin, 2020. "The phenomenon of purchasing second-hand products by the BOP consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

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