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AMERICAN JOURNAL OF MANAGEMENT
Strategizing for BOP Markets
Author(s): Isaac Wanasika
Citation: Isaac Wanasika, (2013) "Strategizing for BOP Markets," American Journal of Management, Vol. 13, Iss. 3, pp. 46 - 56
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The base of the pyramid (BOP) has more than 65% of the world’s population and should be seen as the
last frontier of new markets. However investing in BOP markets is risky and benefits elusive. BOP
strategic model requires a change in mindset by corporate executives from emphasizing short term
market performance to developing a long term strategic view of the market. This study analyzes viable
strategic themes for the BOP market. Six strategic themes comprising of entrepreneurship mindset,
innovation, developmental pathways, logistics, marketing and collaboration are identified and applied in
the strategic process of the pharmaceutical industry.
