Micro-foundation strategies of IOT, BDA, Cloud Computing : Do they really matter in bottom of pyramid?

Purpose Understanding the circumstance of an emerging market is often difficult, but technologies, such as internet of things (IoT), big data analytics (BDA), cloud computing (CC), are helping usher in an era in which understanding could be better and more quickly achieved. These technologies could also play a big role in enabling IT revolution in the developing nations to help companies’ market products and services billions of consumers at bottom of the pyramid (BOP). The aim of this paper is to build a conceptual interface of IoT, personal digital assistant (PDA), BDA and CC and the opportunities sprouting from such technologies. Design/methodology/approach This is a review paper. Findings Emerging technologies could allow us to study large population of BOP and social workgroups in near-real time to predict individual and group behaviors, coordination challenges, team social dynamics, and performance outcomes. Organizations will be able to find the differences between stated versus revealed preferences by tracking data on mobile applications, social media engagement, purchasing, and consumption. Social network studies could examine the dynamics of formal and informal networks as they form and evolve, as well as their impact on individual, network, and organizational and social behaviors. High-volume but granular data from emerging technologies could tell more about the social behaviors in BOP than current data-collection methods allow and have the potential to transform management theory and practice serving BOP markets. This will have a profound effect in the BOP markets and firms’ engagements. Originality/value This is the first attempt to integrate IoT, BDA and CC with micro-foundations of strategy.