Tasavori, Misagh and Zaefarian, Reza and Ghauri, Pervez N (2015) The creation view of opportunities at the base of the pyramid. Entrepreneurship & Regional Development, 27 (1-2). pp. 106-126. DOI https://doi.org/10.1080/08985626.2014.1002538
Tasavori, Misagh and Zaefarian, Reza and Ghauri, Pervez N (2015) The creation view of opportunities at the base of the pyramid. Entrepreneurship & Regional Development, 27 (1-2). pp. 106-126. DOI https://doi.org/10.1080/08985626.2014.1002538
Tasavori, Misagh and Zaefarian, Reza and Ghauri, Pervez N (2015) The creation view of opportunities at the base of the pyramid. Entrepreneurship & Regional Development, 27 (1-2). pp. 106-126. DOI https://doi.org/10.1080/08985626.2014.1002538
Abstract
This research aims to understand how multinational corporations (MNCs) enter the base of the pyramid (BoP) by adopting the creation view of opportunities. We employ actor–network theory and explore the key actors, the process and the opportunity development that enable MNCs to tackle the relative poverty of the BoP market. Our qualitative exploratory case study illustrates that, at the BoP, MNCs have to involve beneficiary stakeholders such as non-governmental organizations and BoP communities. In this process, they should be open to modifying their business model continuously to build awareness about the product among the poor and ensure affordability, availability and acceptability. At the BoP, opportunities do not exist in the external environment and they should be developed by identifying and addressing the real needs of the poor, enhancing their quality of life and being patient about earning a profit. This research contributes to the entrepreneurship literature by expanding the creation perspective of opportunities and provides implications for the managers of companies targeting the BoP market.
Item Type: | Article |
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Uncontrolled Keywords: | actor-network theory; opportunity development; India; base of the pyramid; creation view of opportunity |
Subjects: | H Social Sciences > HB Economic Theory |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 03 Mar 2015 11:00 |
Last Modified: | 30 Oct 2024 20:13 |
URI: | http://repository.essex.ac.uk/id/eprint/13151 |
Available files
Filename: 20141129- Opportunity creation at the base of the pyramid.pdf