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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
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    References listed on IDEAS

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    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.
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    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.

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