The Bop Market: The MNC facing political uncertainties

Céline Cholez (1) , Thomas Reverdy (1) , Pascale Trompette (1) , Dominique Vinck (1)

1 PACTE - Pacte, Laboratoire de sciences sociales

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.

Mots clés: anthropological economy; BOP Market; Market innovation; Polical issues; multinational company; electrification; innovation; consumer representation

Domaines: Sociologie

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. ⟨halshs-00484365⟩