IDEAS home Printed from https://ideas.repec.org/a/spr/decisn/v44y2017i1d10.1007_s40622-016-0142-4.html
   My bibliography  Save this article

BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing

Author

Listed:
  • Ramendra Singh

    (IIM Calcutta)

  • Apoorva Bharadwaj

    (IIM Calcutta)

Abstract

Although the research in the domain of bottom/base of the pyramid (also called BOP) has progressed a lot, there has been little understanding of how the BOP research has progressed in the macromarketing domain. In this article, a systematic content analysis of the published research is conducted in a leading macromarketing journal, Journal of Macromarketing. Selection of articles led to 23 key articles that lie at the intersection of BOP and macromarketing, which were analyzed on the basis of frequency of publication, content, methodology, and nature of authorships. The BOP macromarketing research has then been classified into six different themes: (1) BOP as a theoretical perspective, (2) Capacity Building and Subsistence Entrepreneurship, (3) Well-Being and Quality of Life at BOP, (4) Religion and BOP, (5) BOP and Market Development, and (6) BOP and Ethics. The article also suggests directions for future research at the intersection of BOP and macromarketing.

Suggested Citation

  • Ramendra Singh & Apoorva Bharadwaj, 2017. "BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 44(1), pages 69-82, March.
    • Handle: RePEc:spr:decisn:v:44:y:2017:i:1:d:10.1007_s40622-016-0142-4
    DOI: 10.1007/s40622-016-0142-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40622-016-0142-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40622-016-0142-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ramendra Singh & Tahir Wani & Saiyed Wajid Ali & Apoorv Khare, 2021. "Conflict-induced entrepreneurial resilience, self-efficacy and the new social compact: a study of BoP micro-entrepreneurs in conflict zones," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(3), pages 309-326, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daly, Bonita A. & Schuler, Drue K., 1998. "Redefining a certified public accounting firm," Accounting, Organizations and Society, Elsevier, vol. 23(5-6), pages 549-567.
    2. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    3. repec:oup:jecgeo:v:50:y:2023:i:2:p:282-302. is not listed on IDEAS
    4. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
    5. Tom Joerß & Payam Akbar & Robert Mai & Stefan Hoffmann, 2017. "Conceptualizing sustainability from a consumer perspective [Konzeptionalisierung der Nachhaltigkeit aus der Konsumentensicht]," Sustainability Nexus Forum, Springer, vol. 25(1), pages 15-23, June.
    6. Veronica Devenin & Constanza Bianchi, 2018. "Soccer fields? What for? Effectiveness of corporate social responsibility initiatives in the mining industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 866-879, September.
    7. Monica C. LaBarge & Martin Pyle, 2020. "Staying in “the works of living”: How older adults employ marketplace resources to age successfully," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 742-774, June.
    8. Daisy Bertrand & Pierre-Yves Léo & Jean Philippe, 2019. "The New Go-Between Services: Peer-To-Peer Sharing Platforms In Hospitality Services," Post-Print hal-02299130, HAL.
    9. Cairns, George & Wright, George & Fairbrother, Peter & Phillips, Richard, 2017. "‘Branching scenarios’ seeking articulated action for regional regeneration – A case study of limited success," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 189-202.
    10. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    11. Cooper, Holly B. & Ewing, Michael T. & Campbell, Colin & Treen, Emily, 2023. "Hero brands, brand heroes: How R.M. Williams inspired a cult following and created a shared sense of meaning," Business Horizons, Elsevier, vol. 66(3), pages 405-414.
    12. Park, Hyejune & Joyner Armstrong, Cosette M., 2019. "Is money the biggest driver? Uncovering motives for engaging in online collaborative consumption retail models for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 42-50.
    13. Jon Reast & Adam Lindgreen & Joëlle Vanhamme & François Maon, 2010. "The Manchester Super Casino: Experience and Learning in a Cross-Sector Social Partnership," Journal of Business Ethics, Springer, vol. 94(1), pages 197-218, July.
    14. Ziyed Guelmami & Lionel Sitz, 2015. "Combining phenomenology and sociology : the use of « consumer careers » as an objectivation tool for interpretive consumer research," Post-Print hal-03574801, HAL.
    15. Travis Tae Oh & Michel Tuan Pham, 2022. "A Liberating-Engagement Theory of Consumer Fun [Pleasure Principles: A Review of Research on Hedonic Consumption]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 46-73.
    16. Farquhar, Jillian Dawes & Panther, Tracy, 2008. "Acquiring and retaining customers in UK banks: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 15(1), pages 9-21.
    17. Sami Jabarkhail, 2020. "Servant Leadership in the Context of Mosque: A Qualitative Case Study of Muslim Women’s Perspectives," Administrative Sciences, MDPI, vol. 10(3), pages 1-19, September.
    18. Serene Ho & Joep Crompvoets & Jantien Stoter, 2018. "3D Geo-Information Innovation in Europe’s Public Mapping Agencies: A Public Value Perspective," Land, MDPI, vol. 7(2), pages 1-16, May.
    19. Bian, Xuemei & Wang, Kai-Yu & Smith, Andrew & Yannopoulou, Natalia, 2016. "New insights into unethical counterfeit consumption," Journal of Business Research, Elsevier, vol. 69(10), pages 4249-4258.
    20. Heidenreich, Sven & Killmer, Jan F. & Millemann, Jan A., 2022. "If at first you don't adopt - Investigating determinants of new product leapfrogging behavior," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    21. Moradi, Afsaneh & Vagnoni, Emidia, 2018. "A multi-level perspective analysis of urban mobility system dynamics: What are the future transition pathways?," Technological Forecasting and Social Change, Elsevier, vol. 126(C), pages 231-243.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:decisn:v:44:y:2017:i:1:d:10.1007_s40622-016-0142-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.