25 YEARS OF BOTTOM OF THE PYRAMID RESEARCH: A BIBLIOMETRIC STUDY

Abstract

Purpose: This article aims to present the evolution of the academic production on marketing for the base of the wealth pyramid by Brazilian researchers in the national and international arena. It seeks to deepen the analysis and understanding of the knowledge field and academic trends. Methodology: The study was carried out by bibliometric analysis of the 109 articles selected using tools such as Gephi, citation analysis, bibliographic pairing, co-authorship, and Bradford and Price laws validation. The research period was from 1998 to 2022. Findings: The results indicate that scientific production is evolving, with research fronts focusing on (i) niche markets within the Bottom of the Pyramid (BoP), (ii) critical aspects of consumption, (iii) inclusive capitalism, and (iv) innovation. The analysis includes the absence of a standardized concept of the BoP and the need for precision of the researched initiatives. Contributions: The main contribution is a review of BoP publications to systematize the knowledge accumulated by the marketing academy to encourage and guide future research in the field. The main managerial implication is the signaling of pathway results for companies that intend to use BoP marketing strategies. Originality: The research uses sophisticated bibliometric analysis to examine articles published in journals, not just conference proceedings, over an extended period of time.