Connecting the base of the pyramid to global markets through e-commerce: A case study of BAIF (India)

Abstract

Exploring the markets in developing nations, as a business opportunity, has become attractive to multinational enterprises (MNEs) in recent years. This chapter connects the '‘base of the pyramid’’ (BOP) perspective with a case study of one of India’s oldest nongovernmental organization’s (NGO) attempts to accessing global customers and markets via e-commerce. It contributes to the nascent literature about the experience of grass-root-level organizations in using technology to seek global consumers. The chapter uses the backdrop of the booming Chinese and Indian e-commerce industries to present its point of view through a model that presents the inter-linkages among the MNEs operating in international markets and the developing economies.