The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The Mirage of Marketing to the Bottom of the Pyramid: How the Private Sector Can Help Alleviate Poverty
Abstract
The popular bottom of the pyramid (BOP) proposition argues that large companies can make a fortune by selling to poor people and simultaneously help eradicate poverty. While a few market opportunities do exist, the market at the BOP is generally too small monetarily to be very profitable for most multinationals. At the same time, the private sector can play a key role in poverty alleviation by viewing the poor as producers, and emphasize buying from them, rather than selling to them.
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“This conceptualisation, most often associated with corporate giants such as P&G and Unilever that market consumer goods through 'door-to-door' rural distribution systems, was initially acclaimed as an 'innovative' marriage of profit and poverty reduction, though has recently come under criticism as a way to buoy consumer markets at the expense of the poor (Karnani, 2007).”
From Remaking Africa’s Informal Economies: Youth, Entrepreneurship and the Promise of Inclusion at the Bottom of the Pyramid (2016) · cites this paper as Karnani, 2007
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Citations
Cites
The Economic Lives of the Poor
Banerjee, A. V., & Duflo, E. (2007) · Journal of Economic Perspectives · doi:10.1257/jep.21.1.141 · Cited by 1,703
Cited by
The Influence of Formal and Informal Institutional Voids on Entrepreneurship
Webb, J. W., Khoury, T. A., & Hitt, M. A. (2020) · Entrepreneurship Theory and Practice · doi:10.1177/1042258719830310 · Cited by 411
Parmigiani, A., & Rivera‐Santos, M. (2015) · Journal of Operations Management · doi:10.1016/j.jom.2014.10.007 · Cited by 192
Reducing poverty in the least developed countries: The role of small and medium enterprises
Maksimov, V., Wang, S. L., & Luo, Y. (2017) · Journal of World Business · doi:10.1016/j.jwb.2016.12.007 · Cited by 172
M-payment adoption for bottom of pyramid segment: an empirical investigation
Hussain, M., Mollik, A. T., Johns, R., & Rahman, M. S. (2019) · International Journal of Bank Marketing · doi:10.1108/ijbm-01-2018-0013 · Cited by 147
Dolan, C., & Rajak, D. (2016) · The Journal of Development Studies · doi:10.1080/00220388.2015.1126249 · Cited by 144
Metadata
- Authors
- Karnani, A.
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 2007-07
- Volume
- 49
- Issue
- 4
- Pages
- 90-111
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W2327854817
- Cited by
- 831
- References
- 1
- FWCI
- 81.98
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: The Mirage of Marketing to the Bottom of the Pyramid: How the Private Sector Can Help Alleviate Poverty. https://app.cochat.ai/papers/10.2307/41166407
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- Karnani, A. (2007). The Mirage of Marketing to the Bottom of the Pyramid: How the Private Sector Can Help Alleviate Poverty. California Management Review. https://doi.org/10.2307/41166407
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
