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This chapter draws on the concept of orders of worth to generate understanding into how sustainable, good markets might be enabled at the bottom of the pyramid (BoP). Through an ethnographic study of the efforts of a non-government organisation (NGO) to create spaces where values and value at the BoP are unearthed, articulated, contested and translated into market-making practices. Insights are generated into how interventions to make-markets in sites of extreme poverty become ‘worth the effort’. In keeping with the market studies literature, the authors explore how multiple, contested and reframed needs generate insights into the efforts (and practices) that shape orders of worth in economic life. Orders of worth are the everyday practice of social values that constitute economic value and are framed through the moral values of social worlds as these values are put to work to calculate economic value. This work provides a contribution to the market studies literature through our understanding of the relationship between social and economic values in the creation of orders of worth, by showing how this happens at the BoP. Second, the authors contribute to the BoP literature by showing how places and spaces can be created and used to enable markets to unfold and happen. Finally, the findings contribute to our understanding of the types of practices and market-making devices that interventions might adopt and adapt in order to prod potential actors into action. The chapter identifies three types of enabling practices that make markets possible: connecting, integrating and reclassifying.

Purpose – The purpose of the paper is to advance knowledge on how firms should rethink and develop their innovation architecture by leveraging emerging market opportunities.Design/methodology/approach – The paper provides a conceptual framework comprising the drivers and consequences of innovation architecture across emerging and developed markets. It also highlights emerging market innovation characteristics using detailed examples.Findings/conclusions – Most of the future growth in the global economy will come from emerging markets. Successful global firms will have to rethink and develop their innovation architecture by leveraging innovations developed for emerging markets. By balancing the long-term costs and benefits of innovations in both developed and emerging markets, global firms can successfully reshape their innovation architecture.Practical implications – From a practical perspective, the paper provides guidelines to executives for managing innovation architecture across emerging and developed markets. Innovations appropriately developed and launched in emerging markets have the potential to expand global consumer base and increase shareholder value.Social implications – From a societal standpoint, the paper helps improve consumer welfare in emerging markets by offering a roadmap to develop safe, relevant, and affordable products for mainstream customers. Reverse innovations, developed primarily for emerging markets also benefit consumers in developed markets and enhance their social welfare.Value/originality – The paper provides an original theoretical contribution in an important and underexplored research area – emerging market innovation. It is the first to develop an in-depth analysis of innovation architecture, advance a conceptual framework of the role of emerging markets in the development and consequences of innovation architecture, and offer a roadmap for strategic management of innovation architecture. Academic researchers, practitioners, and policy makers will benefit from this paper.

The predominance of certain adverse factors has historically de-motivated firms seeking to enter into the bottom-of-the-pyramid (BoP) markets due to the perception that BoP markets are impoverished and therefore unable to afford their products. However, Prahalad’s seminal study on BoP markets as potential sources of wealth may have influenced the mindset of marketers around the world to view the demographic at the BoP as prodigious product markets waiting to be mined. This chapter, therefore, explores how some multinational corporations (MNCs) may have successfully implemented BoP marketing in Nigeria against the backdrop of diffusion of innovation (DoI) theory. The DoI theory tries to explain how and why new ideas, product, structures, or phenomena (innovations), spread across users and social systems. It posits among other things that there are at least five conditions that define the rate of adoption of an innovation, including relative advantage, compatibility, complexity, trialability, and observability. The authors find in the context of case companies, MTN Communications, Promasidor (Cowbell), and Dufil Prima Foods (Indomie) Nigeria that these elements contribute to building a viable explanation for the wide adoption of their products in the Nigerian BoP markets. Regarding the economic viability of BoP markets, the authors find that MNCs may have to embrace a commitment to long-term profitability, focus on economies of scale as a basis for competitiveness, and realize that in BoP markets, defining a marketing model is a continuous process.

This paper argues that corporate efforts to serve subsistence economies must be integrated rather than disparate. Focusing on the efforts of Unilever's Indian subsidiary, the paper draws out four key lessons for businesses in low-income regions – availability, branding, convergence, and development. Four Unilever case studies are used to demonstrate how Unilever built on existing strengths, integrating diverse interventions to create Shakti, a unique pro-poor business model. The paper then analyzes the impact of the business intervention on the poor, calling for a wider convergence and cooperation between the private and the development sectors.

From the heaps of garbage in street corners and highways, to blocked drains and obstructed waterways, Nigerian cities continue to bear marks of environmental degradation occasioned by the business activities of manufacturers. Globally, the picture is no less different as landfills, oceans and beaches bear indubitable testimonies of plastic pollution. While the manufacturers smile to the bank, governments and municipal authorities struggle with their meagre resources to combat the colossal burden of plastic pollution they generated in the course of creating wealth. The use of non-biodegradable materials such as polythene in product packaging is the primary driver of manufacturing-induced environmental degradation in Nigerian cities and other cities of the world. Recent developments in commerce in Nigeria, such as the emergence of the mobile supermarket, are responsible for the geometric increase in street filthiness in the country. Developing strategic alliances amongst Nigerian manufacturers or between manufacturers and municipal authorities is key in ensuring a healthy environment while doing business. However, such alliances must take a clue from the Traditional Ecological Knowledge (TEK) embodied in the environmental consciousness practised in local markets in Nigeria, hereafter referred to as the ‘market-place model’ for environmental stewardship. This model, when replicated in other economies across the globe, would significantly reduce the global burden of plastic wastes and the hazards they pose in the environment. Conscience repayment, provision of refuse collection points, recycling and green packaging are part of ways of operationalising this model in everyday business. Adopting the market-place model in building strategic alliances for environmental stewardship would afford Nigerian manufacturers, and indeed global manufacturers, financial and non-financial business benefits such as cost savings through eco-efficiency, enlightened self-interest and good corporate image.

This contribution analyses marketing strategies of transnational corporations operating in the field of consumer goods in contemporary Egypt. Using anthropological methodology, I explore the interrelations between rural marketing and consumer intifada, and note that in contrast to commonly held views about the homogenisation of local consumer cultures, in the sense of a Coca-Colaisation process, corporate communications strategies and product policies over the past decade have been increasingly taking cultural spheres of meaning into account in their effort to penetrate the Egyptian mass market. Various indicators show that the relevance of producing and marketing standardised goods has been diminishing as compared to the key importance of adapting global products to the local setting with its various cultural and political components.