L'exploration des marchés BoP. Une entreprise morale

This article focuses on Bottom of Pyramid market development. The research consists in the concrete experimentation of off-grid rural electrification project in developing countries. It shows how the development of a BoP market carries a strong political and moral dimension (Fourcade and Healy, 2007). Implementing this approach implies positioning the firm as political actor in the arena of development programs. Indeed, in its attempt to define ?good manners to consume?, the company faces local values of users far away from current values in our societies as well as legitimate justifications within the scope of the BoP discourse. This difficulty creates tensions in the open search for relevant partners that bear strong issues of ?moral suitability? of the value chain. This tension leads company to circumvent public institutions and to enter into forms of complex political exchanges.