The bottom of the pyramid: an integrative approach

Abstract

Purpose

The purpose of this paper is to examine the concept of the bottom of the pyramid (BOP) in the context of the knowledge economy.

Design/methodology/approach

A conceptual approach integrating the BOP perspective, diffusion of innovations, and the new product development process.

Findings

This paper structures a framework that might be helpful in advancing the competitiveness and product development capabilities of multinationals.

Practical implications

The paper provides managers of multinational companies with an organized way of evaluating opportunities in BOP markets in the context of a global knowledge economy.

Originality/value

The paper incorporates ideas and theories from three business and marketing fields into a framework that could be used as basis for an action plan.

Citation

Rabino, S. (2015), "The bottom of the pyramid: an integrative approach", International Journal of Emerging Markets, Vol. 10 No. 1, pp. 2-15. https://doi.org/10.1108/IJOEM-08-2012-0081