The creation view of opportunities at the base of the pyramid

Abstract

This research aims to understand how multinational corporations (MNCs) enter the base of the pyramid (BoP) by adopting the creation view of opportunities. We employ actor–network theory and explore the key actors, the process and the opportunity development that enable MNCs to tackle the relative poverty of the BoP market. Our qualitative exploratory case study illustrates that, at the BoP, MNCs have to involve beneficiary stakeholders such as non-governmental organizations and BoP communities. In this process, they should be open to modifying their business model continuously to build awareness about the product among the poor and ensure affordability, availability and acceptability. At the BoP, opportunities do not exist in the external environment and they should be developed by identifying and addressing the real needs of the poor, enhancing their quality of life and being patient about earning a profit. This research contributes to the entrepreneurship literature by expanding the creation perspective of opportunities and provides implications for the managers of companies targeting the BoP market.

Keywords::

• creation view of opportunity
• base of the pyramid
• actor–network theory
• India
• opportunity development

Acknowledgements

The authors gratefully acknowledge the substantial advice, comments and insights offered by Professor Alistair Anderson and the anonymous reviewers.

Disclosure statement

No potential conflict of interest was reported by the authors.