International marketers are faced with the challenge of understanding the decision making process that consumers at the base of the pyramid (BOP) go through when choosing which products to buy .The unique characteristics of the BOP pose distinct measurement challenges which researchers have to...

Purpose- To demonstrate that different theoretical approaches are required for the internationalisation of SME?s. Design/methodology/approach- A comparison is made of existing theories and approaches with the actual behaviour of SME?s findings-The internationalisation of SME?s requires different...

Networks traditionally have been studied in the context of areas such as industrial marketing in developed country markets and economics and sociology (focusing on livelihoods) in developing countries. There has been limited research on their influence on the decision making process of consumers...

In recent years a new debate is emerging about market-based approaches to serve lowincome communities, opportunities in such markets and the role of multinational corporations. This paper aims at providing an overview of low-income markets thereby analyzing challenges that multinational...

In this paper we seek to explain the causes and consequences of Northern penetration in Southern subsistence markets in order to reach the countless masses at the Bottom of the (Income) Pyramid. To this end we formulate a One-North-Many-Souths model, inspired by the Krugman (1979) North-South...