The base of the pyramid (BOP) has garnered attention recently, as it constitutes the largest unreached global segment. While international marketers are interested in serving this segment, the BOP is characterized by deep and wide poverty, which dampens market exchanges, or making/selling and buying/consuming activities. This study aims to address a) the specific issue of how national culture distinguishes BOP markets in terms of exchange activities, and b) the broad issue of how market exchanges can grow and flourish by accounting for comparative differences across BOP markets. We do so by drawing on theories of poverty, culture, human assets, and information technology as well as the BOP literature to propose a conceptual framework. The framework proposes that restrictive poverty may be ameliorated through enhanced, or more active, market exchanges. Three factors have an enhancing role: national culture (performance orientation), nontraditional capitals (social and creative), and transformative technologies (mobile telephony). Furthermore, due to differences in culture, capitals, and technologies, BOP markets vary in market exchange behaviors, indicating opportunities for strategic and tactical marketing. We conclude with managerial and theoretical implications of the framework.

An estimated 4.1 million people in the United States are infected with hepatitis C virus (HCV). In 2014, the Hepatitis C Community Alliance to Test and Treat (HepCCATT) collaborative was formed to address hepatitis C in Chicago. From 2014 to 2017, the HepCCATT Case Management Program case managed 181 HCV-infected people and performed on-site capacity building at a 6-site community health center (CHC) that produced codified protocols, which were translated into a telehealth program to build capacity within CHCs to deliver hepatitis C care. HepCCATT's innovative approach to addressing multilevel barriers is a potential model for increasing access to hepatitis C care and treatment.