ENTREPRENEURIAL SUPPLY CHAIN STRATEGIES AT THE BOTTOM OF THE PYRAMID: A SUPPLY CHAIN RESOURCE ORCHESTRATION PERSPECTIVE

Bottom-of-the-pyramid (BOP) markets include an estimated 689 million people living in extreme poverty and, with some controversy, are frequently lauded as the “next frontier” for economic prosperity. In this context, supply chain resource orchestration (SCRO) could be a game changer; however, not enough is known about SCRO at the BOP. We examine SCRO theory and practice and identify strategies to enable more BOP players to achieve sustainable social and economic benefits. Our methodology involves: (1) a critical review of extant supply chain BOP literature to develop a SCRO model, (2) a content analysis with interview data triangulation that examines 21 case studies of business ventures at the BOP, (3) abstraction of a typology of common SCRO strategies, (4) development of a classification pyramid and SCRO process model that illustrate SCRO tactics across pyramid levels and (5) creation of a classification matrix, which encapsulates our observed connections among motivations, strategies, tactics and outcomes across the case studies. The research sheds light on opportunities for future scholars to examine supply chains and SCRO at the BOP level. It also provides practical guidance on how to orchestrate a successful BOP supply chain and suggests the SCRO strategies propagating from the grass roots level tend to benefit the most people.