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Various Corporate Citizenships in Bop markets. An Interdisciplinary Approach

Abstract : Of recent origin, the concept of 'Bottom of the Pyramid markets' (Prahalad, 2010), close to concepts such as 'social innovation', 'inclusive innovation' (Mendoza & Thelen 2008 ; Mair & Marti 2009) or 'frugal innovation' (Bhatti & Ventresca 2012; Sehgal & al. 2010), describes a set of initiatives taken by private investors, and among them by multinational companies, linking the development of innovative products/services to the fight against poverty (Dalsace & Ménascé, 2010 ; Mair & Marti, 2009). Although they are assimilated to a market strategy that does not require financial aid, most of the firms' BoP projects are developed in the framework of CSR policies. Based on in-depth empirical research in partnership with Schneider Electric, the analysis follows how actors of a BoP project face various political concerns in the multiple demands for reconciling responsibility and mass consumption, ecological norms and low-cost criteria, sustainable development and poverty.
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Submitted on : Tuesday, June 24, 2014 - 2:50:40 PM
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Céline Cholez, Pascale Trompette. Various Corporate Citizenships in Bop markets. An Interdisciplinary Approach. Karin Svedberg Helgesson and Ulrika Mörth. The Political Role of Corporate Citizens, Palgrave Macmillan, pp.139-165, 2013. ⟨halshs-00808129⟩

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