Literature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India-Reference-Cited by-同舟云学术

Literature Review of Impact of Branding on Base of the Pyramid Markets with Special Reference to India

Published:2018-03-06 Issue: Volume: Page:43-63
ISSN:2581-7000
Container-title:International Journal of Applied Engineering and Management Letters
language:en
Short-container-title:IJAEML

Author:

Raj Keerthan¹,Aithal P. S.²

Affiliation:

1. Srinivas University, College of Business Management and Commerce, Mangalore

2. Vice Chancellor, Srinivas University, Mangalore – 575001, India

Abstract

The bottom of the pyramid has been the topic of many research articles and scholarly discussions. Since Prahalad and Hart wrote about how multinationals can help alleviate poverty and create value propositions for themselves in 2004, many companies have been looking at strategies to serve the BOP segment in emerging markets. While an equally good number of companies have invested a lot of money in these markets and have failed, only a small minority of corporations that have engaged with the BOP sector have created businesses of high volume and profitability. This paper examines through review of the literature, the impact of branding on people living on less than $2 per day and then what how of reaching these customers in a profitable manner for corporations.

Publisher

Srinivas University

Subject

General Medicine

Reference155 articles.

1. Prahalad, C. K., & Hart, S. L. (1999). Strategies for the bottom of the pyramid: creating sustainable development. Ann Arbor, 1001, 48109.

2. Prahalad, C. K. and Lieberthal, K. (1998) ‘The end of corporate imperialism’, Harvard Business Review, 76(4), 68-79.

3. Simanis, E. (2011). Needs, needs, everywhere, but not a BoP market to tap. Next generation business strategies for the base of the pyramid, 103-126.

4. Kolk, A., Rivera-Santos, M., & Rufín, C. (2014). Reviewing a decade of research on the base/bottom of the pyramid (BOP) concept. Business & Society, 53(3), 338-377.

5. Chikweche, T., & Fletcher, R. (2008). Networks and buyer behaviour at the base of the pyramid (BOP). In Proceedings of the 24th Industrial Marketing and Purchasing Conference (IMP2008), held in Uppsala, Sweden, 4-6 September, 2008. http://impgroup.org/uploads/papers/6255.pdf. Referred on 10/01/2018.

Cited by 2 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Assessing the attractiveness & Feasibility of doing business in the BoP Market – A Mixed Method Approach using ABCD Analysis Technique;International Journal of Applied Engineering and Management Letters;2022-09-19

2. Sustainable Development in India 2.0 with Reference to the BOP Perspective;International Journal of Applied Engineering and Management Letters;2018-09-11