Purpose This article investigates the relationship between entrepreneurship and ethics under extreme poverty conditions to unearth context-specific nuances faced by entrepreneurs in these conditions. Design/methodology/approach A qualitative case study, research method approach was used to...

Purpose – The purpose of this paper is to expand knowledge about how middle class consumers in Sub-Saharan African markets behave, focusing on the potential role of social networks and the subsequent interactions that take place between these consumers and firms. Design/methodology/approach...

Purpose – This paper seeks to argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by contextual macro‐environmental constraints. Because established perceptions of family purchase decision...

Purpose – The purpose of this paper is to argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP. Design/methodology/approach –...

Purpose – The purpose of this paper is to examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP). Design/methodology/approach – Qualitative interaction research methodology using case studies was used to conduct the research on the application of CRM at...

Purpose – The main purpose of this paper is to investigate the factors that influence the growing African middle class (middle of pyramid; MOP) consumers' purchase decision making. Design/methodology/approach – A mixed qualitative research method approach comprising in-depth interviews was...

International marketers face the challenge of understanding the decision making process that consumers in subsistence marketplaces go through when choosing which products to buy. The unique characteristics of these marketplaces pose distinct challenges which researchers need to address in order...

Purpose – The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs used to manage brands at the BOP. Design/methodology/approach – Qualitative data collection methods...

Purpose – The purpose of this paper is to examine qualitative issues involved in conducting research at the base of the pyramid (BOP). The paper reports on the differences between anticipated issues and the actual issues encountered in the conduct of research at the BOP in Zimbabwe....