Strategies of Western Multinational Corporations for entering and developing Base of the Pyramid markets

Abstract

This thesis provides a deliberate strategy for Western Multinational Corporations (MNCs) to enter and develop Base of the Pyramid (BOP) markets. The proposed strategy is conveyed in a theoretical model based on scientific literature. The theoretical model was developed, validated and enriched through experts’ opinions and assessed against several case studies. In particular, seven case studies of MNCs’ initiatives in the BOP have been analyzed with the model to take into account empirical data as well. The results show that MNCs have not yet in place an overall strategy to enter and develop BOP markets successfully. While the proposed strategy gives a clear indication on how MNC should proceed to achieve this, further research is needed to assess what barriers MNCs encounter prohibiting them to implement this bottom-up strategy.