Broeksma, taking the Bottom-of-the-Pyramid (BoP) and the local context serious: integrating general and local context-dependent factors from the BoP into a framework for analysing business sectors in emerging markets
The Bottom-of-the-Pyramid (BoP) segment in emerging markets represents a major growth potential for firms, including multinational enterprises (MNEs) from developed countries. However, the continued lack of success of MNEs in these markets has shown that generic one size-fits-all strategies for the BoP are not appropriate as BoP contexts differ between countries. Current frameworks for analysing …