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A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions

Author

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  • Krzysztof Dembek

    (Swinburne University of Technology
    University of Melbourne)

  • Nagaraj Sivasubramaniam

    (Duquesne University)

  • Danielle A. Chmielewski

    (University of Melbourne)

Abstract

Sixteen years ago, Prahalad and Hart (Strategy + Business 26:2–14, 2002) introduced the possibility of both profitably serving the poor and alleviating poverty. This first iteration of the Bottom/Base of the Pyramid approach (known as BoP 1.0) focused on selling to the poor. In 2008, after ethical criticisms leveled at it, the field moved to BoP 2.0, instead emphasizing business co-venturing. Since 2015, we have witnessed some calls for a new iteration (BoP 3.0), with the focus broadening to a more sustainable development approach to poverty alleviation. In this paper, we seek to answer the question: How has the BoP approach evolved over the past 16 years, and has it delivered on its early promise? We conducted a systematic review of 276 papers published in journals in this period, utilizing a rigorous correspondence analysis method to map key trends, and then further examined the 22 empirical studies conducted on the BoP approach. Our results suggest that the field has evolved, passing through a number of trends and coming full circle—with our analysis pointing to more recent BoP literature emphasizing similar themes to those espoused in the initial BoP iteration (i.e., treating the BoP as consumers), rather than reflecting the principles espoused in either BoP 2.0 or BoP 3.0. Our analysis also points to a lack of clear evidence that the BoP concept has delivered on its promise either to businesses (that they can serve BoP markets profitably) or to BoP participants (that involvement by multinational corporations will help alleviate poverty).

Suggested Citation

  • Krzysztof Dembek & Nagaraj Sivasubramaniam & Danielle A. Chmielewski, 2020. "A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions," Journal of Business Ethics, Springer, vol. 165(3), pages 365-382, September.
    • Handle: RePEc:kap:jbuset:v:165:y:2020:i:3:d:10.1007_s10551-019-04105-y
    DOI: 10.1007/s10551-019-04105-y
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    3. Yunhui Zhao & Zhimin Wang & Taiwen Feng & Ting Kong & Qiansong Zhang, 2022. "Organizational unlearning and inclusive innovation: The moderating role of green control ambidexterity," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(4), pages 539-555, August.
    4. 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).
    5. Gupta, Suraksha & Kanungo, Rama Prasad, 2022. "Financial inclusion through digitalisation: Economic viability for the bottom of the pyramid (BOP) segment," Journal of Business Research, Elsevier, vol. 148(C), pages 262-276.
    6. Kaidong Yu & Yameng Zhang & Yicong Huang, 2023. "Entrepreneurship at the Bottom of the Pyramid: A Systematic Literature Review," Sustainability, MDPI, vol. 15(3), pages 1-24, January.
    7. Leeza De Silva & Nihal Jayamaha & Elena Garnevska, 2023. "Sustainable Farmer Development for Agri-Food Supply Chains in Developing Countries," Sustainability, MDPI, vol. 15(20), pages 1-20, October.
    8. Arslan, Ahmad & Kamara, Samppa & Tian, Anna Yumiao & Rodgers, Peter & Kontkanen, Minnie, 2024. "Marketing agility in underdog entrepreneurship: A qualitative assessment in post-conflict Sub-Saharan African context," Journal of Business Research, Elsevier, vol. 173(C).
    9. Douglas, Evan J. & Shepherd, Dean A. & Venugopal, Vidhula, 2021. "A multi-motivational general model of entrepreneurial intention," Journal of Business Venturing, Elsevier, vol. 36(4).
    10. Christopher P. Blocker & Kenneth C. Manning & Carlos A. Trujillo, 2023. "Beyond radical affordability in the base of the pyramid: The role of consumer self‐confidence in product acceptance," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 619-647, January.
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    13. Varsha Khandker, 2023. "Two decades of the bottom of the pyramid research: identifying the influencers, structure, and the evolution of the concept," Management Review Quarterly, Springer, vol. 73(3), pages 1151-1178, September.

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