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- Title
CONFUSION AT THE BOTTOM OF THE PYRAMID IN BRAZIL.
- Authors
Karnani, Aneel
- Abstract
The popular 'bottom of the pyramid' (BOP) proposition argues that large companies can make a fortune by selling to poor people and simultaneously help eradicate poverty. The BOP proposition is characterized by much hyperbole and weak research methodology. One source of confusion is to wrongly classify middle-income people as poor, which artificially increases the market size and attractiveness of the BOP market. This confusion was prevalent in the initial research on BOP and continues to be so in the contemporary BOP research in Brazil.
- Subjects
BRAZIL; POOR people; POVERTY reduction; UNDERCLASS; MIDDLE class
- Publication
Revista Interdisciplinar de Marketing (RIMAR), 2017, Vol 7, Issue 1, p86
- ISSN
1676-9783
- Publication type
Article