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Marketing at the base of the pyramid: Perspectives for practitioners and academics

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  • Beninger, Stefanie
  • Robson, Karen

Abstract

This article argues that there is a strong case as to why marketing practitioners and scholars should be interested in Base of the Pyramid (BoP) markets, and attempts to enhance understanding of marketing in the BoP. We begin by describing the BoP market and reviewing the existing literature on BoP consumer behavior and marketing promotions. We then present a number of current practitioner approaches to marketing in the BoP and highlight disconnects between what occurs in practice and existing academic research. We conclude with four takeaways designed to inform marketing practitioners of potentially effective approaches and missed opportunities; in addition, we inform academics of areas where further research would be beneficial.

Suggested Citation

  • Beninger, Stefanie & Robson, Karen, 2015. "Marketing at the base of the pyramid: Perspectives for practitioners and academics," Business Horizons, Elsevier, vol. 58(5), pages 509-516.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:5:p:509-516
    DOI: 10.1016/j.bushor.2015.05.004
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    References listed on IDEAS

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    7. Madhu Viswanathan & Srinivas Sridharan & Robin Ritchie, 2008. "Marketing in Subsistence Marketplaces," Palgrave Macmillan Books, in: Charles Wankel (ed.), Alleviating Poverty through Business Strategy, chapter 0, pages 209-231, Palgrave Macmillan.
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    Cited by:

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    3. Park, Andrew & Wilson, Matthew & Robson, Karen & Demetis, Dionysios & Kietzmann, Jan, 2023. "Interoperability: Our exciting and terrifying Web3 future," Business Horizons, Elsevier, vol. 66(4), pages 529-541.
    4. Addisu A. Lashitew & Somendra Narayan & Eugenia Rosca & Lydia Bals, 2022. "Creating Social Value for the ‘Base of the Pyramid’: An Integrative Review and Research Agenda," Journal of Business Ethics, Springer, vol. 178(2), pages 445-466, June.
    5. McGrath, Lucie Klarsfeld & Kayser, Oliver & Dalsace, Frédéric, 2021. "Mindset drives success: Selling beneficial products at the base of the pyramid," Business Horizons, Elsevier, vol. 64(4), pages 475-487.
    6. 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.

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