Abstract/Description
The paper identifies that market development at the BOP will create millions of new entrepreneurs at the grass roots level – from women working as distributors and entrepreneurs to village-level micro enterprises. These micro enterprises will be an integral part of the market-based ecosystem. Thus, in the line of BOP model, the Grameen Bank creates opportunities for self employment for rural poor people in general and women in particular. As such, for creating entrepreneurs as well as consumers the framework is “low income plus credit facilities will be more investment and it will generate more income, more savings, more investments and more income”. Thus, considering the poor as potential entrepreneurs and value conscious consumers will give rise to an opportunity for poor with financial support to emerge as entrepreneurs as well as consumers in creating jobs and businesses for coming out poverty line in a developing country like Bangladesh.
Keywords
Branding, Grameen Bank, Bottom of Pyramid, Entrepreneurs, Investment
Location
G&TAuditorium
Session Theme
Session 6: Brand Identity
Session Type
Event
Start Date
6-5-2012 3:00 PM
End Date
6-5-2012 3:30 PM
Recommended Citation
Solaiman, M. (2012). Branding in Bottom of Pyramid (BOP): case of Grameen Bank (GB). International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day2/4
Branding in Bottom of Pyramid (BOP): case of Grameen Bank (GB)
G&TAuditorium
The paper identifies that market development at the BOP will create millions of new entrepreneurs at the grass roots level – from women working as distributors and entrepreneurs to village-level micro enterprises. These micro enterprises will be an integral part of the market-based ecosystem. Thus, in the line of BOP model, the Grameen Bank creates opportunities for self employment for rural poor people in general and women in particular. As such, for creating entrepreneurs as well as consumers the framework is “low income plus credit facilities will be more investment and it will generate more income, more savings, more investments and more income”. Thus, considering the poor as potential entrepreneurs and value conscious consumers will give rise to an opportunity for poor with financial support to emerge as entrepreneurs as well as consumers in creating jobs and businesses for coming out poverty line in a developing country like Bangladesh.
Comments
Branding in the Bottom of the Pyramid: Case of Grameen Bank by Dr. Mohammed Solaiman, Supernumerary Professor, Dept. of Marketing Studies and International Marketing University of Chittagong, BANGLADESH