Strategizing for BOP Markets

Abstract

The base of the pyramid (BOP) has more than 65% of the world’s population and should be seen as the last frontier of new markets. However investing in BOP markets is risky and benefits elusive. BOP strategic model requires a change in mindset by corporate executives from emphasizing short term market performance to developing a long term strategic view of the market. This study analyzes viable strategic themes for the BOP market. Six strategic themes comprising of entrepreneurship mindset, innovation, developmental pathways, logistics, marketing and collaboration are identified and applied in the strategic process of the pharmaceutical industry.

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