BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing
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CHAKRABARTI, BHASKAR DECISIONSummary: 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
| Item type | Current library | Call number | Vol info | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
Journal Article
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Main Library | Vol 44, No 1/ 5557306JA5 (Browse shelf(Opens below)) | Available | 5557306JA5 | ||||
Journals and Periodicals
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Main Library On Display | JRNL/ GEN/Vol 44, Issue 1/ 5557306 (Browse shelf(Opens below)) | Vol 44, No 1 | Not for loan | 5557306 |
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
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