Bottom of the Pyramid, Marketing and Global Markets: Multidisciplinary Discourses and Emerging Literature

Abstract

In marketing and social sciences, the literature on the bottom of the pyramid (BOP) is rich, multidisciplinary, and uniquely diverse regarding its contents and contributions. Since the publication of Prahalad’s (1998, 2002, 2006) seminal works on this topic, a wide array of writings and investigations have appeared in this area that represent multidisciplinary discourses and new contents. This paper revisits and reviews the topic of the BOP and its multidisciplinary investigations (2002–2014) that relate to marketing. The paper’s major contribution is to lay the foundation for other review-based studies that may be seeking multidisciplinary discourses and analysis. Future academic research can benefit by looking at those issues that provide opportunities for future research and practice. The work specifically assesses the BOP topic and its changing research domains and multidisciplinary agendas. As of 2014, the BOP literature continues to grow and remains multifaceted. For this purpose, this paper will review and analyze over 60 empirical and non-empirical contributions and surveys from the areas of agency theory, institutions, entrepreneurship and business issues, ethics, social issues, and marketing. Additional areas include MNC-related issues, poverty, and technology. In short, BOP-related investigations and analysis are important in marketing because of their relevance and applications and provide major opportunities to businesses that sell consumer and industrial products. The paper’s major contribution is to lay the foundation for other review-based studies that may be interested in interdisciplinary discussions. Future academic research can benefit by looking at those issues that remain hidden in other disciplines.