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Communication dans un congrès

Microfranchising as a Sustainable Mode of Entry in Bottom-of-the Pyramid Markets: A Discussion from the Legitimacy Point of View

Abstract :


We discuss microfranchising as a sustainable mode of entry into bottom of the pyramid (BOP) markets. Microfranchising provides companies with profitable engagement by expanding their markets. At the same time it is a mean for improving the quality of life of the poor through supply of basic necessities and alleviation of poverty. We also introduce the concept of legitimacy as a key factor to entry success. Grounding on the new institutionalism theoretical framework, the different types of legitimacy are exposed and discussed in the light of BOP market characteristics.
 

Type de document :
Communication dans un congrès
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https://hal.univ-angers.fr/hal-03108634
Contributeur : Okina Université d'Angers <>
Soumis le : mercredi 13 janvier 2021 - 12:25:54
Dernière modification le : vendredi 5 février 2021 - 03:36:50

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  • HAL Id : hal-03108634, version 1
  • OKINA : ua13024

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Citation

Régis Dumoulin. Microfranchising as a Sustainable Mode of Entry in Bottom-of-the Pyramid Markets: A Discussion from the Legitimacy Point of View. AIB-SE Annual Conference, 2014, Miami, United States. ⟨hal-03108634⟩

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