The middle of pyramid-rise of the global middle class : a conceptual review of challenges and opportunities for marketers tapping the MOP

The mid-90s have seen the emergence of a counter-scholarly argument in international business which disputes the traditional model of marketing whose focus is on identifying and segmenting markets that have consumers with a capacity to consume, that can pay a sustainable price for the product, that have access to the product and support structures which enhance purchase, and which also respond to This alternative has centred on focusing on that portion of the market which does not necessarily meet the conventional prerequisites of a viable market, herein referred to as the base of pyramid(Hart, 2002; Prahalad,2005; Prahalad and Hart, 2002). Various studies have been conducted to address the challenges and opportunities present in this market (Prahalad and Hart, 2002; Mahajan and Banga, 2006). Whilst this market has been the pre-occupation for international business a new invisible segment in the form of the middle class has emerged to be the century’s potential biggest opportunity for firms herein referred to as the middle of pyramid (MOP);(African Development Bank, 2011). The burgeoning MOP is seen as the vehicle for global economic growth given its appetite for better transportation, buildings and fast moving consumer goods (Asia Development Bank, 2010)