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The bottom of the pyramid: an integrative approach

The bottom of the pyramid: an integrative approach Purpose – The purpose of this paper is to examine the concept of the bottom of the pyramid (BOP) in the context of the knowledge economy. Design/methodology/approach – A conceptual approach integrating the BOP perspective, diffusion of innovations, and the new product development process. Findings – This paper structures a framework that might be helpful in advancing the competitiveness and product development capabilities of multinationals. Practical implications – The paper provides managers of multinational companies with an organized way of evaluating opportunities in BOP markets in the context of a global knowledge economy. Originality/value – The paper incorporates ideas and theories from three business and marketing fields into a framework that could be used as basis for an action plan. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Emerging Markets Emerald Publishing

The bottom of the pyramid: an integrative approach

International Journal of Emerging Markets , Volume 10 (1): 14 – Jan 19, 2015

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1746-8809
DOI
10.1108/IJOEM-08-2012-0081
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine the concept of the bottom of the pyramid (BOP) in the context of the knowledge economy. Design/methodology/approach – A conceptual approach integrating the BOP perspective, diffusion of innovations, and the new product development process. Findings – This paper structures a framework that might be helpful in advancing the competitiveness and product development capabilities of multinationals. Practical implications – The paper provides managers of multinational companies with an organized way of evaluating opportunities in BOP markets in the context of a global knowledge economy. Originality/value – The paper incorporates ideas and theories from three business and marketing fields into a framework that could be used as basis for an action plan.

Journal

International Journal of Emerging MarketsEmerald Publishing

Published: Jan 19, 2015

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