Revisiting the debate on Multinationals’ domination of Bottom of Pyramid opportunity conversion and growth in Africa
(A2025-126048)

AUTHORS

Tendai Chikweche, Western Sydney University; James Lappeman, University of Cape Town; Hossain mohammed, WESTERN SYDNEY UNIVERSITY; LALITHA Kirsnan, WESTERN SYDNEY UNIVERSITY

ABSTRACT

Research on the bottom of the pyramid (BOP) has traditionally focused on situating the segment's importance as a frontier of opportunities for Western-based multinationals to develop products for the BOP in conjunction with non-governmental organisations to enhance mutual value creations, thereby alleviating poverty. This article questions the pre-occupation and situating of BOP opportunity conversion and growth to engagement by multinationals because it needs to recognise the vital role that local firms are playing in this space. Conversion and growth of opportunities at the BOP are influenced by the evolving context of the environment at the BOP, which is characterised by the increased use of information and communications technology innovations and the different market separations at play at the BOP. Local firms are increasingly better positioned to maximise opportunities at the BOP than MNCS, but this needs to be reflected in current marketing literature. The article articulates how local African firms enjoy cultural and social proximity, agility and structural connectedness advantages, which they leverage over multinationals when exploring opportunities at the BOP, thereby challenging current marketing literature assumptions.