Entrepreneurship at the Bottom of the Pyramid: A Systematic Literature Review

Abstract

The objective of this study is to review and synthesize entrepreneurship in the context of the bottom/base of pyramid (BoP). The concept of the BoP approach, which describes the possibility of profitably in both serving the poor and alleviating poverty, has iterated from 1.0 to 3.0 since 2002. It has transformed from engaging the poor as “customers” (BoP 1.0) to engaging them as “producers” (BoP 3.0). However, although the poor in BoP markets perform as active, central focal actors to identify and create entrepreneurial opportunities, inadequate attention has been paid to the question of how to engage the poor as entrepreneurs. Understanding this question is critical because entrepreneurship has been regarded as an effective tool to relieve poverty. Therefore, this research focuses on three specific questions: (1) What are the characteristics of entrepreneurs in the BoP market? (2) What are the contents of their entrepreneurial activities? and (3) What are the consequences? To answer these questions, this paper conducted a systematic literature review of 56 studies on entrepreneurship at the BoP in the scientific database Web of Science by using PRISMA to guide the review process. From the findings of the three research questions, the study also further identifies four types of entrepreneurs at the BoP (i.e., survival entrepreneurs, community entrepreneurs, professional entrepreneurs, and full entrepreneurs). With a discussion on future directions for these four types of entrepreneurs, this review highlights the heterogenous roles of the poor at the BoP and their challenges to create wealth, which is beneficial for directing the focuses of this topic.