Consumption at the Bottom of the Pyramid: Current State of Research and Suggestions for Future Study

Campos, Alyce Cardoso; Rezende, Daniel Carvalho de; Prado, José Willer do; Nascimento, Thaísa Barcellos Pinheiro do; Marques, Humberto Rodrigues; Grützmann, André

doi:10.5195/emaj.2020.192

Cited by 3 publications

(2 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In addition, rural e-commerce has created logisticsrelated jobs for BoP communities, providing many rural residents with the opportunity to work locally instead of emigrating into the city [6]. In the development of rural e-commerce, the BoP plays the roles of consumer (e.g., Lappeman et al [5]; Campos et al [7]) and partner (e.g., Wan et al [8]; Chen and Yu [9]).…”

Section: Introductionmentioning

confidence: 99%

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

et al. 2021

View full text Add to dashboard Cite

Rural e-commerce entrepreneurship is an effective and credible means to alleviate poverty and promote sustainable social development, particularly in the Base of the Pyramid (BoP). Understanding how to encourage BoPs’ entrepreneurial intention in the rural e-commerce market has become a key issue for private enterprises and local governments. Based on the entrepreneurial event model, we constructed a research framework to evaluate the factors influencing BoPs’ entrepreneurial intention in rural e-commerce. We conducted an online survey of rural e-commerce practitioners from Jieyang and Chaozhou in Guangdong Province, China, and empirically analyzed the survey results using SmartPLS software. The results show that professional knowledge, resource endowment, information and communication technology, and logistics infrastructure have a significant positive impact on BoP entrepreneurship in rural e-commerce, while previous market channels had a significant negative impact. Based on the findings, we recommend that BoPs should focus more on cultivating professional knowledge in e-commerce entrepreneurship and capitalize on local resource advantage. E-commerce enterprises and local governments should strengthen and improve information communication technology and logistics infrastructure among BoP communities. Policymakers should support BoP entrepreneurship in rural e-commerce by creating a favorable environment.

show abstract

Section: Introductionmentioning

confidence: 99%

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

et al. 2021

View full text Add to dashboard Cite

show abstract

“…An avalanche of literature reviews related to BOP scholarship has appeared during the recent decennium. For instance, Kolk and colleagues (2014), Dembek and colleagues (2020), and Pineda-Escobar & Merigo (2020) have offered general overviews of the BOP literature, while other sets of review studies focused on specific phenomena in relation to BOP: from innovations (Agarwal et al, 2016; Farooq, 2017; Molina-Maturano et al, 2020; Pansera & Martinez, 2017; Unalan & Ozcan, 2020) to supply chain (Khalid & Seuring, 2019; Khalid et al, 2015; ur Rehman et al, 2020) or consumer issues (Campos et al, 2020; Choudhury et al, 2018; Srivastava et al, 2020). Other literature reviews examined service research in the context of BOP (Gebauer & Reynoso, 2013), sustainable development and BOP (Du et al, 2021), or BOP and positive social change (Stephan et al, 2016).…”

Section: Developments In Bop Scholarshipmentioning

confidence: 99%

New Perspectives on Base of the Pyramid Strategies

et al. 2022

View full text Add to dashboard Cite

The early literature on base of the pyramid (BOP) strategies argued that multinational enterprises can contribute significantly to poverty alleviation of the poorest population in the world. An emergent perspective suggests that the solution to poverty lies within the BOP itself. Here, entrepreneurship within the BOP population is seen as the more credible solution to poverty. In this Special Issue introduction, we briefly present how the literature has further shifted the discussion of BOP strategies toward issues such as innovation, networks, business models, and sustainability at the BOP. This analysis signals a gap in our knowledge related to the success factors in business models of BOP entrepreneurs, with attention to economic, social, and environmental impacts. We present the five articles accepted for publication in this Special Issue, of which three contribute to our knowledge of BOP business models and two to our knowledge of sustainability at the BOP. In conclusion, we propose several avenues for future research.

show abstract

Bottom of the Pyramid (Bop) Younger Consumers’ Perspective of Service Industries: A Qualitative Exploration of Nigeria

Savas-Hall

Hall

Gresham

2022

Journal of African Business

View full text Add to dashboard Cite

Consumption at the Bottom of the Pyramid: Current State of Research and Suggestions for Future Study

Cited by 3 publications

References 26 publications

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention

New Perspectives on Base of the Pyramid Strategies

Bottom of the Pyramid (Bop) Younger Consumers’ Perspective of Service Industries: A Qualitative Exploration of Nigeria

Contact Info

Product

Resources

About