{"title":"Chapter 11 Exploring the Urban BoP Market","authors":"Mahima Mathur, R. Mehta, S. Swami, S. Bhatnagar","doi":"10.1108/978-1-78714-555-920181012","DOIUrl":"https://doi.org/10.1108/978-1-78714-555-920181012","url":null,"abstract":"Abstract \u0000The ‘Bottom of the Pyramid’ or BoP represents the population living at the lowest level of the economic or income pyramid across the world (Prahalad, 2002). The BoP approach undoubtedly provides a market-based solution for poverty reduction and facilitates inclusive economic growth. This segment can be classified into two parts, namely, rural BoP and urban BoP. The urban BoP is a more sustainable and viable option for companies to operate in, since it strategically avoids the numerous challenges faced by the rural BoP. Rural BoP is relatively more distant, dispersed, desperately poor, largely illiterate and heterogeneous market (Ireland, 2008). This chapter aims at understanding and characterising the urban BoP market. Further it shares some interesting results of an empirical study conducted to understand the urban BoP consumers of Mumbai city. The study assumes importance as it focusses on the urban BoP as a realistic option to operate in the BoP by removing the dynamic barriers of the rural BoP. Additionally, it provides insight into the urban BoP market and its consumer behaviour.","PeriodicalId":213722,"journal":{"name":"Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131361806","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Index","authors":"","doi":"10.1108/978-1-78714-555-920181013","DOIUrl":"https://doi.org/10.1108/978-1-78714-555-920181013","url":null,"abstract":"","PeriodicalId":213722,"journal":{"name":"Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets","volume":"71 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130591082","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Chapter 10 Developing Capabilities and Freedoms at the Base of the Pyramid","authors":"Archana Voola, R. Voola","doi":"10.1108/978-1-78714-555-920181011","DOIUrl":"https://doi.org/10.1108/978-1-78714-555-920181011","url":null,"abstract":"Abstract \u0000There is an ongoing debate about the purpose of business and profit maximisation. However, contemporary marketing thinking suggests that pro-social behaviour is a critical aspect of marketing strategy, wherein this type of behaviour leads to marketplace advantage. Amongst the many theories and frameworks (such as, creating shared value and subsistence marketplaces) that re-imagine the purpose of business to include pro-social behaviour, a prominent one is the base of the pyramid (BoP) thesis. This thesis challenges firms to simultaneously alleviate poverty and make a profit by targeting the poorest socioeconomic segment. However, it has encountered robust criticism, with some scholars suggesting a lopsided focus on profits to the detriment of poverty alleviation. Specifically, the criticisms centre on the marketers’ narrow focus on income poverty. In order to overcome these criticisms, as well as to envision a pathway to succeed at the BoP, this chapter makes the case to conceptualise poverty beyond an economic focus of income, assets and wealth to capture beyond economic factors such as equality, justice and freedom. The authors employ Amartya Sen’s capability approach as a starting point to reconceptualise poverty to facilitate marketers to genuinely alleviate poverty whilst making profits at the BoP.","PeriodicalId":213722,"journal":{"name":"Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets","volume":"6315 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126352275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}