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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. 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).
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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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