Answered: What do they understand by the term BoP…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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The bottom of the pyramid (BoP) concept was popularized by Prahalad (2004) as well as other writers, such as Hart (2005) and London (2007). C.K. Prahalad’s book, The Fortune at the Bottom of the Pyramid, argues that multinational companies not only can make money selling to the world’s poorest, but also that undertaking such efforts is necessary as a way to close the growing gap between rich and poor countries. Key to his argument for targeting the world’s poorest is the sheer size of that market — an estimated four billion people. What do they understand by the term BoP including examples of specific companies that are implementing Bottom of the Pyramid strategies

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