Abstract
The purpose of this research is to explore the current theories, models and strategies relating to the “Bottom of the Pyramid” (BOP), to investigate if and how U.K. businesses are active at the BOP, and to outline recommendations for further research and analysis of U.K. business activity at the BOP. The basic BOP theory argues that business could profitably serve the four billion people living in poverty throughout the developing world by treating the poor as consumers, which would in turn become the catalyst for sustainable global development. Previous literature provides little evidence of how U.K. businesses are realising the opportunities at the BOP. As such the intention of this research is to initially survey the theories and models relating to the BOP and explore if and how U.K. businesses are active at the BOP. To accomplish this, we divide the paper into three sections. First we review the relevant literature on corporate social responsibility and globalisation in emerging markets as these themes relate to business activity in the BOP. Second we outline examples of case studies, social enterprises and organisations active at the BOP. Finally, we delineate recommendations for further research and analysis of U.K. business activity at the BOP.
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Keywords
- Corporate Social Responsibility
- Business Activity
- Social Enterprise
- Corporate Responsibility
- Social Entrepreneurship
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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© 2015 Academy of Marketing Science
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Panesar, R., Dato-on, M.C. (2015). An Examination of U.K. Business Activities at the “Bottom of the Pyramid”. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_131
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DOI: https://doi.org/10.1007/978-3-319-18687-0_131
Publisher Name: Springer, Cham
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