Communication Dans Un Congrès Année : 2014

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

Résumé


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.
 

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Dates et versions

hal-03108634 , version 1 (13-01-2021)

Identifiants

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

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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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