TY  - JOUR
AB  - 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.
VL  - 10
IS  - 1
SN  - 1746-8809
DO  - 10.1108/IJOEM-08-2012-0081
UR  - https://doi.org/10.1108/IJOEM-08-2012-0081
AU  - Rabino Samuel
PY  - 2015
Y1  - 2015/01/01
TI  - The bottom of the pyramid: an integrative approach
T2  - International Journal of Emerging Markets
PB  - Emerald Group Publishing Limited
SP  - 2
EP  - 15
Y2  - 2024/04/24
ER  -