López-Morales, José Satsumi; Rosario-Flores, Felipe … - In: Organizations and markets in emerging economies 11 (2020) 2, pp. 327-347
The base of the pyramid (BoP) is the lower-income segment of the population. It represents an important market that is often disregarded by companies as a source of economic benefit. For this reason, scholars have gained interest in this topic since the early 21st century. The main objective of...
