Abstract/Description
The BOP is a concept of dividing the world into an economic pyramid by keeping the privileged on the top and unprivileged poor at the bottom. Businesses need to adopt innovative ways of doing businesses in a market consisting of billions of underprivileged poor consumers. However, the main question is, does this huge segment have the capability of becoming profitable for companies? This research analyzes the viewpoints of various theorists and organizations about the agreed income level of a typical BOP and in doing so attempts to arrive at an ideal definition of the BOP market for businesses. Further, the research is critical of including only income as a major determinant of the BOP and incorporates broader (social and educational) dimensions while establishing the boundaries of an ideal BOP market assuming that income cannot solely measure poverty.
Session Theme
Parallel Session-Track: Bottom of the Pyramid
Session Type
Event
Session Chair
Ms. Farah Baig
Start Date
19-12-2016 2:00 PM
End Date
19-12-2016 2:30 PM
Recommended Citation
Subhan, F., & Khattak, A. (2016). Parallel Session: What constitutes the bottom of pyramid market for innovation?. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2016/day1/8
Included in
Parallel Session: What constitutes the bottom of pyramid market for innovation?
The BOP is a concept of dividing the world into an economic pyramid by keeping the privileged on the top and unprivileged poor at the bottom. Businesses need to adopt innovative ways of doing businesses in a market consisting of billions of underprivileged poor consumers. However, the main question is, does this huge segment have the capability of becoming profitable for companies? This research analyzes the viewpoints of various theorists and organizations about the agreed income level of a typical BOP and in doing so attempts to arrive at an ideal definition of the BOP market for businesses. Further, the research is critical of including only income as a major determinant of the BOP and incorporates broader (social and educational) dimensions while establishing the boundaries of an ideal BOP market assuming that income cannot solely measure poverty.
