TY - CHAP AB - Abstract This chapter adopts the midrange theories schema to expand Pels and Sheth (2017) matrix on business models to serve the low-income consumers (LIC): market adaptation, mission focus, radical innovation, and inclusive ecosystems. To this end, it identifies the underlying general business theories (systems theory and neo-classical economics) and ontological theories (positivism and interpretivist) nested in each of the matrix’s four cells.Understanding the general theories from which concepts and guidelines are drawn allows a two-way contribution. On one hand, it comprehends which other concepts can be integrated into the LIC literature. Alternatively, it highlights what insights generated from the study of the LIC markets bring to these theories. SN - 978-1-78714-556-6, 978-1-78714-555-9/ DO - 10.1108/978-1-78714-555-920181006 UR - https://doi.org/10.1108/978-1-78714-555-920181006 AU - Pels Jaqueline AU - Sheth Jagdish N. ED - Ramendra Singh PY - 2018 Y1 - 2018/01/01 TI - Designing Solutions for the Low Income Consumer Markets: Four Schools of Thought T2 - Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets T3 - Marketing in Emerging Markets PB - Emerald Publishing Limited SP - 89 EP - 109 Y2 - 2024/03/28 ER -