MARKETS AT THE BOTTOM OF THE PYRAMID: EXAMINING THE ROLE OF INFORMATION AND COMMUNICATION TECHNOLOGIES

This paper examines how Information and Communication Technology (ICT) can enable development of markets at the Bottom of the Pyramid (BOP). Integrating ideas centered on the three-fold role of ICT (automate-informatetransform) and on market mechanisms, we develop research propositions explaining how (1) ICT roles facilitate development of market mechanisms at the BOP, (2) market mechanisms enable economic and social benefit outcomes for BOP markets and members, and (3) particular complementary conditions sustain ICT-enabled market development. We illustrate and support our propositions using published and secondary examples. Theoretical contributions and implications for practice and further research are also discussed.