BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing

Singh, Ramendra; Bharadwaj, Apoorva

doi:10.1007/s40622-016-0142-4

Cited by 5 publications

(3 citation statements)

References 34 publications

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“…Broadly, the BoP literature can be classified into ten categories that include: BoP from a theoretical perspective; capacity building and subsistence entrepreneurship; well-being and quality of life at BoP; religion and BoP; BoP and market development (Ingenbleek, 2014); BoP and ethics (Singh and Bharadwaj, 2017); the initiators of BoP initiatives; characteristics of BoP business models; the outcomes of BoP initiatives (Kolk and Lenfant, 2015); and organisational barriers to succeed in business at the BoP (Olsen and Boxenbaum, 2009). …”

Section: Introductionmentioning

confidence: 99%

Constrained purchase decision-making process at the base of the pyramid

Choudhury

Mukherjee

Datta

2019

JCM

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Purpose The purpose of this paper is to examine the factors affecting decision-making at the BoP and propose a framework of the consumer decision-making process at the base of the pyramid (BoP). Design/methodology/approach The qualitative research design was adopted to collect primary data. Data collected through the in-depth semi-structured interviews of the 48 BoP consumers in Kolkata and Kharagpur (India) were subjected to grounded theory analysis for theory development. Findings This study reveals that consumer vulnerability affects the decision-making process and the transaction cost at BoP level. It was observed that the consumers at the BoP make constrained choices due to their vulnerability and try to minimise transaction cost while selecting the retails. The constrained retail choice leads to a limited selection of products and brands. Originality/value This study, for the first time, has investigated the decision-making process for BoP consumers in detail. As a pioneering attempt, it sheds light on some new factors including consumer vulnerability and transaction cost that have an impact on the consumer decision-making process.

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Section: Introductionmentioning

confidence: 99%

Constrained purchase decision-making process at the base of the pyramid

Choudhury

Mukherjee

Datta

2019

JCM

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“…In response to both the calls for more conceptual contribution in marketing and the need for contextualization of theory (see Chandler and Vargo 2011; MacInnis 2011; Peterson and Zehra 2018; Yadav 2010), we explicate on one of the omnipresent but under-researched aspects about Africa. We position our study at the trans-disciplinary intersection (Fisk 2006; Peterson 2006) of base of the pyramid research and macromarketing – an area of increasing importance for the Journal of Macromarketing (see Singh and Bharadwaj 2017). Guided by MacInnis (2011, p. 138), we utilize “summarizing” and “delineating” techniques to expound ICBT.…”

Section: Introductionmentioning

confidence: 99%

Informal Cross Border Trade as a Substratum Marketing System: A Review and Conceptual Framework

Kahiya

Kadirov

2020

Journal of Macromarketing

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We provide a literature review and a conceptual framework on informal cross border trade in Sub-Saharan Africa. Informal cross border trade (ICBT) refers to commercial exchanges conducted across borders by individuals operating as unregistered sole traders. ICBT is a burgeoning part of the informal markets in Sub-Saharan Africa and its existence and persistence carry substantial socio-economic implications. We use “summarizing” and “delineating” techniques to discuss seven themes of ICBT, and cast them as the manifestations of a substratum marketing system - a foundational structure instead of an auxiliary system. We underline implications for scholarship and for policymakers and non-governmental organizations charged with formulating initiatives to manage both ICBT and formal markets.

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“…In response to both the calls for more conceptual contribution in marketing and the need for contextualization of theory (see Chandler and Vargo 2011; MacInnis 2011; Peterson and Zehra 2018; Yadav 2010), we explicate on one of the omnipresent but under-researched aspects about Africa. We position our study at the trans-disciplinary intersection (Fisk 2006;Peterson 2006) of base of the pyramid research and macromarketing -an area of increasing importance for the Journal of Macromarketing (see Singh and Bharadwaj 2017). Guided by MacInnis (2011, p. 138), we utilize "summarizing" and "delineating" techniques to expound ICBT.…”

Section: Introductionmentioning

confidence: 99%

Informal Cross Border Trade as a Substratum Marketing System: A Review and Conceptual Framework

Kahiya¹,

Kadirov²

2020

Preprint

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© The Author(s) 2020. We provide a literature review and a conceptual framework on informal cross border trade in Sub-Saharan Africa. Informal cross border trade (ICBT) refers to commercial exchanges conducted across borders by individuals operating as unregistered sole traders. ICBT is a burgeoning part of the informal markets in Sub-Saharan Africa and its existence and persistence carry substantial socio-economic implications. We use “summarizing” and “delineating” techniques to discuss seven themes of ICBT, and cast them as the manifestations of a substratum marketing system - a foundational structure instead of an auxiliary system. We underline implications for scholarship and for policymakers and non-governmental organizations charged with formulating initiatives to manage both ICBT and formal markets.

show abstract

BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing

Cited by 5 publications

References 34 publications

Constrained purchase decision-making process at the base of the pyramid

Constrained purchase decision-making process at the base of the pyramid

Informal Cross Border Trade as a Substratum Marketing System: A Review and Conceptual Framework

Informal Cross Border Trade as a Substratum Marketing System: A Review and Conceptual Framework

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