• Opportunities and Potential at the Bottom of the Pyramid: A Snapshot for Marketers and Researchers

Javed M Shaikh

Abstract:
Though the concept BoP- Bottom of the Pyramid was almost two decades old, it’s significance in today’s times is immense for both business purposes and research works. This study focuses on evolving opportunities and challenges in the growing BoP market. The author tries to channelize thought processes after analysing contemporary literature reviews in this research domain and suggest how dynamic marketing activities could help to grab the potential. The intent of the literature review