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Winning poor consumers in Africa: best-practices from mobile network operators

Author

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  • Wolfgang Albeck
  • Steffen Huth
  • Marco Braun

Abstract

Within the last decades the understanding of poverty has been changing dramatically, resulting in a whole new perception of market opportunity by identifying four billion people living at the bottom of the pyramid (BOP) as the auspicious future pool of valuable consumers. Being considered as one of the key technologies for developing a commercial infrastructure in BOP markets, this study conducts several best-practices within the mobile communications sector in Africa. In order to win poor consumers alliances hereby play a crucial part. We build on the work of Anderson and Markides (2007) and Prahalad (2010, 2012) and develop an analytical framework of five essential factors for doing business at the BOP: availability, affordability, awareness, acceptability and alliance.

Suggested Citation

  • Wolfgang Albeck & Steffen Huth & Marco Braun, 2014. "Winning poor consumers in Africa: best-practices from mobile network operators," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 6(4), pages 340-355.
    • Handle: RePEc:ids:ijbema:v:6:y:2014:i:4:p:340-355
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    Cited by:

    1. K.MercyMakhitha, 2021. "Black consumers perceptions towards luxury brands in South Africa," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(4), pages 28-37, June.

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