Alibandila Siwiwaliondo1*, Abubaker Qutieshat2
1 Graduate School of Business, The University of Zambia
Email: alibandilas@yahoo.com
2 University of Dundee, Associate Member of Staff & Honorary Researcher, UK
Email: aqutieshat@dundee.ac.uk
* Corresponding author: alibandilas@yahoo.com
Abstract
This paper reviews the evolution of the Botton of the Pyramid (BoP) concept, initially proposed by C.K. Prahalad as a means for corporations to find fortune while addressing poverty. It traces the development from BoP 1.0, which viewed the BoP community purely as a consumer market, to BoP 2.0, which emerged due to ethical concerns and emphasized co-creation and partnerships. The latest evolution, BoP 3.0, highlights sustainability, influenced by growing social and environmental concerns and institutional pressures. The study systematically synthesizes literature showing how the concept adapts to changing demands and conditions at the BoP and provides a theoretical foundation and insights valuable for policymakers, multinational corporations, non-governmental organizations, and other stakeholders at the BoP. It also critically examines existing theories, identifies areas for further research, and lays the groundwork for further empirical studies. Therefore, this systematic review advances the understanding of the BoP concept and its practical implications.
Keywords: Bottom of the Pyramid, BoP, Inclusive business, Poverty alleviation, multinational corporations.
