3. BOP: A Global Opportunity

We have described the process by which large firms can create products and services that are ideally suited for the BOP markets. It is natural to ask whether the managerial energy required for these innovations is justified. Although there are opportunities for growth in BOP markets, are these opportunities attractive enough for large firms (including MNCs) to go through the changes that are required in their internal systems and processes? To challenge their dominant logic? Similarly, will the social and developmental benefits of such business growth be substantial enough for NGOs and community organizations to give priority to market-based approaches?

I believe the answer is an unambiguous “yes.” Based on emerging evidence, we can identify four distinct sources of opportunity for a large firm that invests the time and energy to understand and cater to the BOP markets: