Subsistence marketplaces, sometimes known as the base of the pyramid or BOP, are resource-poor communities mostly concentrated in developing countries. While traditionally viewed as difficult to do business in, some firms, entrepreneurs, and nonprofit organizations are choosing to address the...

Purpose – The base of the pyramid (BOP) is characterized by deep and wide poverty, which dampens market exchanges, or making/selling and buying/consuming activities. The purpose of this paper is to address the specific issue of how national culture distinguishes BOP markets in terms of...