Sourcing or selling: the Value Flame at the Base of the Pyramid

Abstract

Purpose

Much has been written concerning the value and validity of the bottom of the pyramid (BOP) model, as a strategy for multi‐national corporation (MNC) growth. The model presented in this paper adds to the discussion of strategic possibilities to tap the potential of emerging markets. This paper seeks to address these issues.

Design/methodology/approach

The paper first discusses trends in economic growth in emerging markets, global strategies, and the BOP market, then analyzes the blue ocean strategy (BOS) of value innovation.

Findings

The paper develops the Value Flame at the Base of the Pyramid (VFBOP) model by combining BOP and BOS strategies to potentially offer opportunities for MNC market entry as well as market supply, to drive revenues and expand global market share.

Research limitations/implications

As a concept, the model must be validated by empirical and case research to ascertain the shape and dynamics of the model. Future research can establish the parameters of the flame.

Originality/value

It is believed that the VFBOP model is the first to address some of the limitations of BOP strategy while profiting from the BOS model, in order to fully benefit from sourcing and selling to emerging markets.

Citation

Williams, R.L., Omar, M. and Ensor, J. (2011), "Sourcing or selling: the Value Flame at the Base of the Pyramid", Marketing Intelligence & Planning, Vol. 29 No. 3, pp. 233-246. https://doi.org/10.1108/02634501111129220