000			nam a22 4500
999			_c49084 _d49084
003			OSt
005			20180130131259.0
008			180130b xxu||||| |||| 00| 0 eng d
100			_aSingh, Ramendra _929734
245			_aBOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing
300			_a69–82 p.
520			_aAlthough 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
653			_aBase of pyramid
653			_aMacromarketing
653			_aLiterature review
653			_aContent analysis
653			_aPoverty
653			_aPoor consumers
700			_aBharadwaj, Apoorva _929735
773	0		_029297 _969462 _aCHAKRABARTI, BHASKAR _dINDIAN INSTITUTE OF MANAGEMENT CALCUTTA CALCUTTA _o5557306 _tDECISION _x0304-0941
942			_2ddc _cJA-ARTICLE