Drivers, Barriers, and Facilitators of Entrepreneurship at BoP: Review, Conceptual Framework and Research Agenda

Abstract

The extant review studies on the Base/bottom of the Pyramid (BoP) have paid inadequate attention to the producer and entrepreneur roles of the poor. This review article exclusively focused on BoP producers and subsistence entrepreneurs provides an overview of the current state of research on BoP producers and subsistence entrepreneurs. It encompasses 130 articles from 67 peer-reviewed academic journals and develops an organizing framework for classifying these articles. The conceptual model of entrepreneurship in poverty contexts presented in this article illustrates the drivers, barriers, facilitators and consequences of subsistence entrepreneurship. The conceptual model helps to highlight the relevance of contextually informed public support and advocates adopting a collaborative approach for addressing various challenges faced by BoP producers. We also discuss the implications of our article and provide directions for future research.

The Curvilinear Role of Trust in Marketing Systems: Analysis of a Moderated-Mediation Model with Hierarchical Linear Modeling

“…However, there is a precedent for using single-item measures when surveys are exceptionally long (Bergkvist and Rossiter 2007) and when constructs are unidimensional and well-defined (Fuchs and Diamantopoulos 2009). Furthermore, working with secondary data from three different entities (EVS, WVS, and the World Bank 2022) poses unique challenges. The countries selected for the EVS and WVS surveys do not always match the countries in other publicly available datasets maintained by institutions like the World Bank, the International Monetary Fund, etc.…”

“…Several of these models span the macro, meso, and micro levels of a marketing system, in which the inputs, components, attributes, and outcomes act as antecedents, mediators, moderators, and dependent variables. For example, Kumar, Kumra, and Singh (2022) develops a conceptual framework for Bottom of the Pyramid entrepreneurship that includes a range of inputs, such as push and pull factors, and outcomes, such as reduced poverty, as well as other components and attributes of the marketing system at the macro, meso, and micro levels.…”

Not WEIRD at all! Towards More Pluralistic Economies and Sustainable Livelihoods

“…With the notable exception of the 2012 special issue on Vietnam (Shultz, 2012), macromarketing perspectives of sustainability and QoL in transitional contexts are scarce. At one extreme, WEIRD studies focus on citizen QoL and wellbeing (Kilbourne, McDonagh, and Prothero 1997;Layton, 2009;Varey, 2012), quality of work life (Shultz, Rahtz, and Sirgy 2017;Sirgy 1996), alternative currencies (Papaoikonomou and Valor 2017), and discourses of sufficiency (Gossen, Ziesemer, and Schrader 2019); while at the other studies focus on community empowerment (Lindeman Key: M-married, D-divorced, S-single, H0-husband not working, HW-husband working, A-adult child, T-teenager, Y-young child 2014), entrepreneurship in poverty (Kumar, Kumra, and Singh 2022), fair trade (Geiger-Oneto and Arnould 2011), and power inequalities (Figueiredo et al, 2015).…”

Does opportunity co-creation help the poor entrepreneurs? Evidence from China

“…At the same time, the role of the government has increasingly become critical due to the general market failure caused by externalities, market information asymmetry, insufficient resources and other challenges of starting a business. The government can protect the interests of poor entrepreneurs by formulating appropriate policies and institutions and can improve the material, human, and social capital of the poor by providing public services (Kumar et al, 2022b). Additionally, in China, because of the advantages of national institutions and resources, the poor's entrepreneurial behavior is closely related to national policies (Wu et al, 2022b), which has made this group heavily reliant on government support in starting a business.…”