Gupta, Vipin; Khilji, Shaista E. - In: South Asian Journal of Global Business Research 2 (2013) 1, pp. 8-26
Purpose – The purpose of this paper is to broaden the conception of the base of the pyramid (BoP) from that of a low purchasing power community, to a globally disconnected community. Design/methodology/approach – The paper identifies two views related to fortune at the BoP using the...