Integrating general and local context-dependent factors into a framework for analysing business sectors in Bottom-of-the-Pyramid emerging markets

Abstract: 
 Aim: This paper investigates how a framework for analysing business sectors in emerging markets looks like when taking into account the local context-dependent and general factors of The Bottom-of-the-Pyramid (BoP). BoP segment represents major growth potential firms, including multinational enterprises (MNEs) from developed countries. However, continued lack success MNEs these has shown that generic one-size-fits-all strategies are not appropriate as contexts differ between countries.
 Design / Research methods: sample was selected research includes two non-governmental organizations (NGOs) related to eight managers at with activities have been interviewed semi-structured manner collect rich data.
 Conclusion findings: By interviewing NGOs BoP, an additional analysis, BoP-orientation, further extensions original analyses being presented. results advanced markets.
 Originality value article: Current frameworks do take inter-country differences but fail recognize intra-country differences, which causes them fall short on their applicability BoP. fills gap can be made applicable by both BoP-market analyse it opportunities, threats, eventually strategic entry mode.