Base of the Pyramid Markets in Africa: Innovation and Challenges to Sustainability

This book focuses on the Base of the Pyramid (BOP) in Africa and examines the role of the private sector in the fight against poverty.

The BOP concept, which is a market-based approach to poverty eradication, presents a great avenue for businesses to develop opportunities and new business models that enable and empower those in the BOP population in Africa to raise their socio-economic welfare and well-being. The BOP market and the business interest in the BOP in Africa is rising. This book furthers our understanding of the characteristics of BOP markets in Africa, and the challenges and opportunities to address poverty and development in a sustainable manner. The book covers various themes of BOP markets and their embeddedness in social-cultural settings in Africa. The different chapters employ a variety of theoretical and methodological approaches to advance research and practice of BOP in Africa. The book chapters reflect multiple diversities that characterise sub-Saharan Africa based on studies in 13 country contexts and from five industry sectors.

This book is recommended reading for managers and policy makers, as well as students and academics interested in Base of the Pyramid markets.

Judy N. Muthuri is Associate Professor of Corporate Social Responsibility at Nottingham University Business School (NUBS), UK, and chairs the Social and Environmental Responsibility Group leading the School’s UN Principles for Responsible Management Education work.

Marlen Gabriele Arnold is a professor in the field of sustainability. Currently, she holds the Chair for Corporate Environmental Management and Sustainability at the Chemnitz University of Technology, Germany.

Stefan Gold is Professor and Chair of Sustainability Management at the University of Kassel, Germany.

Ximena Rueda is Associate Professor at the School of Management at the Universidad de los Andes, Colombia.