Beyond the hype: Taking business strategy to the “bottom of the pyramid”

Recent studies in strategy have highlighted both the successes and failures of applying conventional perspectives in strategic management to developing markets. Within this debate, Bottom of the Pyramid (BoP) strategies, aimed at exploiting high-volume, low-margins strata at the bottom of these societies, have particularly drawn interest. We critically examine the emergence and evolution of BoP strategies and compare their anticipated outcomes to some of the empirical evidence. We then draw on the concept of global value chains to usefully extend the BoP concept, and suggest areas for further theory building and empirical research. We offer a typology of BoP ventures, and suggest appropriate levels of public–private engagement to achieve the desired social and economic outcomes.