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Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty
Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty
Walden Dissertations and Doctoral Studies
Business leaders often leave more than half of the world's population the bottom of the pyramid (BOP), a $5-trillion market of potential consumers untapped for products and services on account of failing to see BOP markets as profitable for business, yet business leaders who have managed inclusive BOP marketing in Nigeria have experienced profit margins as high as 120%. The purpose of this multiple case study was to explore strategies of business leaders who market to BOP consumers in Nigeria and maintain a profit. The study population consisted of 3 business leaders in the Dallas and Fort Worth metropolitan area …