The evolution of base of the pyramid approaches and the role of multinational and domestic business ventures: Value-commitment and profit-making perspectives
- Borchardt, M.
- Ndubisi, N.O.
- Jabbour, C.J.C.
- Grebinevych, O.
- Pereira, G.M.
DOIAbstract
Anchored in the current controversy around the role of multinational enterprises (MNEs)in promoting base of the pyramid (BoP)initiatives in developing nations, this paper analyzes the evolution and changes in BoP approaches associated with the roles of MNEs and domestic business ventures at the BoP, applying both value-commitment and profit-making theoretical lenses. Despite the practical importance of BoP initiatives and the special role assigned to the MNEs involved, the literature shows a lack of established theoretical knowledge on the topic. This paper presents a review of the existing research on management studies, industrial marketing, strategies and related disciplines, and offers three main contributions. First, it provides a cate...
Add to ORKG