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The Bop Market: The MNC facing political uncertainties

Abstract : Linked to the institutional rise of CSR (Corporate Social Responsibility)(Dejean and Gond 2004), the prospect of the Bottom of Pyramid as a model of a ³moral market² (Fourcade and Kieran 2007) has recently emerged as a strategy of multinational corporations. Based on an empirical research study in a French MNC investigating a BOP business, this paper proposes an analysis of managers, technical and cultural efforts to build the cognitive, normative and material framework of this market innovation². The paper draws upon the case of a BOP electricity market - off-grid electrification of rural areas - to empirically analyse how an MNC deals with these market/politics interaction dimensions.
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Contributor : Céline Cholez <>
Submitted on : Tuesday, May 18, 2010 - 1:35:23 PM
Last modification on : Friday, November 20, 2020 - 11:16:08 AM


  • HAL Id : halshs-00484365, version 1




Céline Cholez, Thomas Reverdy, Pascale Trompette, Dominique Vinck. The Bop Market: The MNC facing political uncertainties. 1st Interdisciplinary market Studies Workshop, Jun 2010, Stockholm, Sweden. sans pagination. ⟨halshs-00484365⟩



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