Abstract
Although the research in the domain of bottom/base of the pyramid (also called BOP) has progressed a lot, there has been little understanding of how the BOP research has progressed in the macromarketing domain. In this article, a systematic content analysis of the published research is conducted in a leading macromarketing journal, Journal of Macromarketing. Selection of articles led to 23 key articles that lie at the intersection of BOP and macromarketing, which were analyzed on the basis of frequency of publication, content, methodology, and nature of authorships. The BOP macromarketing research has then been classified into six different themes: (1) BOP as a theoretical perspective, (2) Capacity Building and Subsistence Entrepreneurship, (3) Well-Being and Quality of Life at BOP, (4) Religion and BOP, (5) BOP and Market Development, and (6) BOP and Ethics. The article also suggests directions for future research at the intersection of BOP and macromarketing.
Similar content being viewed by others
References
Agnihotri A (2012) Revisiting the debate over the bottom of the pyramid market. J Macromark 32(4):417–423
Beninger S, Francis JNP (2015) Appropriation of community knowledge towards an understanding of the potential harm and benefits. J Macromark 36(2):183–197
Bonsu SK, Polsa P (2011) Governmentality at the base-of-the-pyramid. J Macromark 31(3):236–244
Brugmann J, Prahalad CK (2007) Co-creating business’s new social contract. Harv Bus Rev 85(2):80–90
Chance Z, Deshpandé R (2009) Putting patients: first social marketing strategies for treating HIV in developing nations. J Macromark 29(3):220–232
DeBerry-Spence B, Ekpo AE, Adelakun M, Gunay H (2013) Toward marketplace diversity: a multimeasure, multidimensional study of the journal of public policy & marketing. J Public Policy Mark 32(Special Issue):6–15
Dixon DF, Polyakov E (1997) Physical quality-of-life indicators in post-stalinist Russia. J Macromark 17(1):39–55
Drenten J, McManus K (2015) Religion-related research in the journal of macromarketing, 1981–2014. J Macromark. doi:10.1177/0276146715623051
Elliot EA, Cherian J, Elaydi R (2014) Microcredit and metaphors in subsistence markets. J Macromark 34(2):133–144
Figueiredo B, Chelekis J, DeBerry-Spence B, Fırat AF, Ger G, Godefroit-Winkel D, Kravets O, Moisander J, Nuttavuthisit K, Penaloza L, Tadajewski M (2015) Developing markets? Understanding the role of markets and development at the intersection of macromarketing and transformative consumer research (TCR). J Macromark 35(2):257–271
Friedman HH (2001) The impact of jewish values on marketing and business practices. J Macromark 21(1):74–80
Gau R, Ramirez E, Barua ME, Gonzalez R (2014) Community-based initiatives and poverty alleviation in subsistence marketplaces. J Macromark 34(2):160–170
Hill RP (2002) Compassionate love, agape, and altruism: a new framework for understanding and supporting impoverished consumers. J Macromark 22(1):19–31
Hill RP (2005) Do the poor deserve less than surfers? An essay for the special issue on vulnerable consumers. J Macromark 25(2):215–218
Hill RP, Stephens DL (1997) Impoverished consumers and consumer behavior: the case of AFDC mothers. J Macromark 17(2):32–48
Ingenbleek PTM (2014) From subsistence marketplaces up, from general macromarketing theories down: bringing marketing’s contribution to development into the theoretical midrange. J Macromark 34(2):199–212
Jones BDG, Shaw EH (2006) Historical research in the journal of macromarketing, 1981–2005. J Macromark 26(2):178–192
Karnani A (2007) The mirage of marketing to the bottom of the pyramid: how the private sector can help alleviate poverty. Calif Manag Rev 49(4):90–111
Kolk A, Rivera-Santos M, Rufín C (2014) Reviewing a decade of research on the ‘base/bottom of the pyramid’ (BOP) concept. Bus Soc 53(3):338–377
Kotler P, Roberto N, Leisner T (2006) Alleviating poverty: a macro/micro marketing perspective. J Macromark 26(2):233–239
Laczniak GR, Santos NJC (2010) The integrative justice model for marketing to the poor: an extension of SD logic to distributive justice and macromarketing. J Macromark 31(2):135–147
Lindeman S (2014) “Until we live like they live in Europe”: a multilevel framework for community empowerment in subsistence markets. J Macromark 34(2):171–185
Mai NTT, Rahtz DR, Shultz II CJ (2013) Tourism as catalyst for quality of life in transitioning subsistence marketplaces: perspectives from Ha Long, Vietnam. J Macromark 34(1):28–44
Nill A, Schibrowsky JA (2007) Research on marketing ethics: a systematic review of the literature. J Macromark 27(3):256–273
Prahalad CK (2005) The fortune at the bottom of the pyramid: eradicating poverty through profits. Wharton School Publishing, Upper Saddle River
Prahalad CK, Hammond A (2002) Serving the World’s Poor, Profitably. Harvard Bus Rev 80(9):48–57
Saatcioglu B, Corus C (2014) Poverty and intersectionality a multidimensional look into the lives of the impoverished. J Macromark 34(2):122–132
Samli CA (2003) The consumer price index and consumer well-being: developing a fair measure. J Macromark 23(2):105–111
Shapiro SJ, Tadajewski M, Shultz CJ (2009) Interpreting macromarketing the construction of a major macromarketing research collection. J Macromark 29(3):325–334
Spiggle S (1994) Analysis and interpretation of qualitative data in consumer research. J Consum Res 21(3):491–503
Sridharan S, Maltz E, Viswanathan M, Gupta S (2014) Transformative subsistence entrepreneurship: a study in India. J Macromark 34(4):486–504
Stemler SE (2004) A comparison of consensus, consistency, and measurement approaches to estimating interrater reliability. Pract Assess Res Eval 9(4). Accessed 15 May 2016. http://pareonline.net/getvn.asp?v=9&n=4
Upadhyaya S, Vann RJ, Camacho S, Baker CN, Leary RB, Mittelstaedt JD, Rosa JA (2013) Subsistence consumer–merchant marketplace deviance in marketing systems: antecedents, implications and recommendations. J Macromark 34(2):145–159
Viswanathan M, Seth A, Gau R, Chaturvedi A (2009) Ingraining product-relevant social good into business processes in subsistence marketplaces: the sustainable market orientation. J Macromark 29(4):406–425
Viswanathan M, Rosa JA, Ruth JA (2010) Exchanges in marketing systems: the case of subsistence consumer–merchants in Chennai, India. J Mark 74(3):1–17
Viswanathan M, Echambadi R, Venugopal S, Sridharan S (2014a) Subsistence entrepreneurship, value creation, and community exchange systems: a social capital explanation. J Macromark 34(2):213–226
Viswanathan M, Jung K, Venugopal S, Minefee I, Jung IW (2014b) Subsistence and sustainability from micro-level behavioral insights to macro-level implications on consumption, conservation, and the environment. J Macromark 34(1):8–27
Watson DM (1982) Economic development policy and marketing implications of the Brandt report. J Macromark 2(2):66–68
World Resources Institute (2007) The next 4 billion: market size and business strategy at the base of the pyramid. Accessed 10 May 2016. http://www.wri.org/publication/next-4-billion
Yurdakul D, Atik D (2015) Coping with poverty through internalization and resistance: the role of religion. J Macromark. doi:10.1177/0276146715609658
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Singh, R., Bharadwaj, A. BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing. Decision 44, 69–82 (2017). https://doi.org/10.1007/s40622-016-0142-4
Published:
Issue Date:
DOI: https://doi.org/10.1007/s40622-016-0142-4