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

Abstract/Description

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.

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