Emerging Markets: VFBOP 2.0 and the Effect of Co-Venturing.

Williams, Jr; Omar, Maktoba

Abstract

Emerging markets are diverse and can require separate market entry and market development strategies. This paper will look at these opportunities through the lenses of four concepts: the Bottom of the Pyramid (Prahalad & Hart, 2002; London & Hart, 2004); the BoP Protocol (Simansis and Hart, 2008), Blue Ocean Strategy (Kim & Mauborgne, 2005) and Value Flame at the Base of the Pyramid (Williams, et al., 2011). These concepts will be used to explore the potential of shifting paradigms in regard to emerging markets and to identify a leap in value for both consumers and producers. The purpose of this paper is to propose VFBOP 2.0, which extends and enhances the VFBOP thinking about market development and innovation at the base of the pyramid by focusing on co-venturing and mutual value for all parties. We further propose that there is a continuum between the two versions, and all parties involved must develop new strategies in order to successfully increase revenue and global market share by designing and selling offerings at the Value Flame at the Base of the Pyramid.

Citation

Williams, J., & Omar, M. (2012, July). Emerging Markets: VFBOP 2.0 and the Effect of Co-Venturing. Presented at Marketing: catching the technology wave -Academy of Marketing Conference 2012

• Conference Name: Marketing: catching the technology wave -Academy of Marketing Conference 2012
• Start Date: Jul 2, 2012
• End Date: Jul 5, 2012
• Publication Date: 2012
• Deposit Date: Jun 8, 2015
• Publicly Available Date: Jun 8, 2015
• Peer Reviewed: Peer Reviewed
• Keywords: Value Flame at the Base of the Pyramid; emerging markets; sustainability; VFBOP 2.0; Blue Ocean Strategy; Bottom of the Pyramid; Base of the Pyramid Protocol
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/8576
• Contract Date: Jun 8, 2015