The bottom of the pyramid: an integrative approach

Purpose – The purpose of this paper is to examine the concept of the bottom of the pyramid (BOP) in the context of the knowledge economy. Design/methodology/approach – A conceptual approach integrating the BOP perspective, diffusion of innovations, and the new product development process. Findings – This paper structures a framework that might be helpful in advancing the competitiveness and product development capabilities of multinationals. Practical implications – The paper provides managers of multinational companies with an organized way of evaluating opportunities in BOP markets in the context of a global knowledge economy. Originality/value – The paper incorporates ideas and theories from three business and marketing fields into a framework that could be used as basis for an action plan.