London, Ted / Anupindi, Ravi / Sheth, Sateen / 2010. Creating mutual value: Lessons learned from ventures serving base of the pyramid producers.
Journal of Business Research, 63 (6): 582-594.

The base of the pyramid (BoP) literature is grounded in the proposition of mutual value creation, an important but not yet well-tested relationship between business development and poverty alleviation. This paper begins to address this gap by assessing how business ventures serving BoP producers address local constraints and create mutual value. Using a case study methodology, sixty-four ventures are analyzed to identify the constraints faced by BoP producers. These are classified into productivity and transactional constraints. While the former set of constraints inhibits local value creation, the latter severely diminish the value capture potential of BoP producers. An in-depth analysis of eleven agricultural ventures provides insight into the strategies that ventures use to address constraints and enhance value creation and capture by BoP producers. The findings also indicate that alleviating constraints creates value not only for local producers, but also for the ventures themselves.

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Appeared in

Sector: Agriculture Enterprise Access
Region: East Africa, Southern Africa, West Africa Caribbean, Central America, South America East Asia, South Asia, Southeast Asia