A Critical Approach in Understanding Bottom of the Pyramid Propositions

This paper looks into Bottom of the Pyramid (BOP) approach from a critical stand point. And, in doing so the argument focuses on enlarging its theoretical assumptions to further an inclusive approach. The crucial constructs that have been overlooked are highlighted in the critical analysis section that looks into poverty and consider poor to be an untapped market. In spite of having critical paralysis, BOP has been well accepted by marketers to enable them to come with effective products and services for consumers at lower end of pyramid.