Toward an Enterprise Growth Framework for Entering the Base of the Pyramid Market: A Systematic Review

Abstract

Enterprise growth has long been viewed as a strong success indicator. The literature on enterprise growth is however fragmented. This paper determines the major factors identified in the literature that can be attributed for promoting enterprise growth, linking them to success criteria for for-profit enterprises operating at the base of the pyramid (BOP) market. The rationale behind enterprises entering the BOP is the simultaneous alleviation of poverty and generation of profits. Via a grounded theory (qualitative analysis) approach, 25 enterprise growth factors were identified and the internal, business strategy related, start-up phase influencing factors were applied to BOP oriented enterprises, culminating in an operational framework.