Sourcing or selling: value flame at the base of the pyramid.

Williams, Jr, Robert L, Omar, Maktoba and Ensor, John (2011) Sourcing or selling: value flame at the base of the pyramid. Marketing Intelligence and Planning, 29 (3). pp. 232-246. ISSN 0263-4503

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Purpose – Much has been written concerning the value and validity of the bottom of the pyramid
(BOP) model, as a strategy for multi-national corporation (MNC) growth. The model presented in this
paper adds to the discussion of strategic possibilities to tap the potential of emerging markets. This
paper seeks to address these issues.
Design/methodology/approach – The paper first discusses trends in economic growth in
emerging markets, global strategies, and the BOP market, then analyzes the blue ocean strategy (BOS)
of value innovation.
Findings – The paper develops the Value Flame at the Base of the Pyramid (VFBOP) model by
combining BOP and BOS strategies to potentially offer opportunities for MNC market entry as well as
market supply, to drive revenues and expand global market share.
Research limitations/implications – As a concept, the model must be validated by empirical and
case research to ascertain the shape and dynamics of the model. Future research can establish the
parameters of the flame.
Originality/value – It is believed that the VFBOP model is the first to address some of the
limitations of BOP strategy while profiting from the BOS model, in order to fully benefit from sourcing
and selling to emerging markets.

Item Type: Article
Print ISSN: 0263-4503
Uncontrolled Keywords: Sourcing, Selling, Emerging markets; Bottom of the Pyramid; Blue Ocean Strategy;
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Item ID: 4990
Depositing User: Mrs Lyn Gibson
Date Deposited: 23 Feb 2012 10:09
Last Modified: 08 Jun 2015 09:57

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