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

The Innovation and Sustainability in Base of the Pyramid Markets series comprises four volumes, covering theoretical perspectives, themes, and various aspects of interest across four key geographical regions where Base of the Pyramid (BOP) markets are located – Latin America, Asia, Africa, and affluent countries. This book focuses on the BOP markets in Asia, and in particular the challenge of how to address the needs of deprived population groups in a sustainable manner.

Base of the Pyramid Markets in Asia deals with, amongst other topics, the innovation and innovativeness that is necessary to better the life of resource-poor population groups. The book covers various themes and aspects of BOP markets in Asia and their embeddedness in socio-cultural settings, and adopts a variety of theoretical angles for analysing the phenomena. Thus, this book aims at furthering our understanding of BOP markets in Asia and at deriving valuable recommendations for managers and policy makers. BOP markets face unique challenges and private sector actors alone cannot ensure sustainable value creation activities. Multidimensional elements and factors are needed to alleviate poverty and create economic development aligned with principles of sustainable development. Therefore, the book comprises critical and empirical studies as well as conceptual papers on the challenges linked to BOP markets in Asian countries.

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

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.

Judy N. Muthuri is an 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.

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