Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/3200
Title: BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing
Authors: Singh, Ramendra
Bharadwaj, Apoorva
Keywords: Base of pyramid
Macromarketing
Literature review
Content analysis
Poverty
Poor consumers
Issue Date: Mar-2017
Publisher: Indian Institute of Management Calcutta, Kolkata
Series/Report no.: Vol.44;No.1
Abstract: Although the research in the domain of bottom/base of the pyramid (also called BOP) has progressed a lot, there has been little understanding of how the BOP research has progressed in the macromarketing domain. In this article, a systematic content analysis of the published research is conducted in a leading macromarketing journal, Journal of Macromarketing. Selection of articles led to 23 key articles that lie at the intersection of BOP and macromarketing, which were analyzed on the basis of frequency of publication, content, methodology, and nature of authorships. The BOP macromarketing research has then been classified into six different themes: (1) BOP as a theoretical perspective, (2) Capacity Building and Subsistence Entrepreneurship, (3) Well-Being and Quality of Life at BOP, (4) Religion and BOP, (5) BOP and Market Development, and (6) BOP and Ethics. The article also suggests directions for future research at the intersection of BOP and macromarketing.
Description: Ramendra Singh, IIM Calcutta, K-303, New Academic Block, D.H. Road, Kolkata, 700104, India; Apoorva Bharadwaj, IIM Calcutta, K-401, New Academic Block, D.H. Road, Kolkata, 700104, India
p.69-82
Issue Editor – R. Rajesh Babu
URI: https://doi.org/10.1007/s40622-016-0142-4
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/3200
ISSN: 0304-0941 (print version) ; 2197-1722 (electronic version)
Appears in Collections:Issue 1, March 2017

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