25 years of bottom of the pyramid research: a bibliometric study

Detalhes bibliográficos
Autor(a) principal: Nogami, Vitor Koki da Costa
Data de Publicação: 2023
Outros Autores: Filardi, Fernando, Fonseca, Eduardo Augusto, Barboza, Renata Andreoni
Tipo de documento: Artigo
Idioma: eng
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/22100
Resumo: Purpose: This article aims to present the evolution of the academic production on marketing for the base of the wealth pyramid by Brazilian researchers in the national and international arena. It seeks to deepen the analysis and understanding of the knowledge field and academic trends.Methodology: The study was carried out by bibliometric analysis of the 109 articles selected using tools such as Gephi, citation analysis, bibliographic pairing, co-authorship, and Bradford and Price laws validation. The research period was from 1998 to 2022.Findings: The results indicate that scientific production is evolving, with research fronts focusing on (i) niche markets within the Bottom of the Pyramid (BoP), (ii) critical aspects of consumption, (iii) inclusive capitalism, and (iv) innovation. The analysis includes the absence of a standardized concept of the BoP and the need for precision of the researched initiatives.Contributions: The main contribution is a review of BoP publications to systematize the knowledge accumulated by the marketing academy to encourage and guide future research in the field. The main managerial implication is the signaling of pathway results for companies that intend to use BoP marketing strategies.Originality: The research uses sophisticated bibliometric analysis to examine articles published in journals, not just conference proceedings, over an extended period of time.
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spelling 25 years of bottom of the pyramid research: a bibliometric study25 anos de pesquisa na base da pirâmide: um estudo bibliométricoBottom of the PyramidLow-Income ConsumerBusiness StrategiesBibliometric ResearchAcademic ProductionBase da PirâmideConsumidor de Baixa RendaEstratégias EmpresariaisPesquisa BibliométricaProdução AcadêmicaPurpose: This article aims to present the evolution of the academic production on marketing for the base of the wealth pyramid by Brazilian researchers in the national and international arena. It seeks to deepen the analysis and understanding of the knowledge field and academic trends.Methodology: The study was carried out by bibliometric analysis of the 109 articles selected using tools such as Gephi, citation analysis, bibliographic pairing, co-authorship, and Bradford and Price laws validation. The research period was from 1998 to 2022.Findings: The results indicate that scientific production is evolving, with research fronts focusing on (i) niche markets within the Bottom of the Pyramid (BoP), (ii) critical aspects of consumption, (iii) inclusive capitalism, and (iv) innovation. The analysis includes the absence of a standardized concept of the BoP and the need for precision of the researched initiatives.Contributions: The main contribution is a review of BoP publications to systematize the knowledge accumulated by the marketing academy to encourage and guide future research in the field. The main managerial implication is the signaling of pathway results for companies that intend to use BoP marketing strategies.Originality: The research uses sophisticated bibliometric analysis to examine articles published in journals, not just conference proceedings, over an extended period of time.Objetivo: Este artigo tem como objetivo apresentar a evolução da produção acadêmica sobre marketing para a base da pirâmide por pesquisadores brasileiros no cenário nacional e internacional. Busca-se aprofundar a análise e compreensão do campo do conhecimento e das tendências acadêmicas.Metodologia: O estudo foi realizado por meio da análise bibliométrica de 109 artigos, utilizando ferramentas como Gephi, análise de citações, pareamento bibliográfico, coautoria e validação das leis de Bradford e Price. O período da pesquisa foi de 1998 até 2022.Resultados: Os resultados indicam que a produção científica está evoluindo, com frentes de pesquisa focadas em (i) nichos de mercado dentro da Base da Pirâmide (BoP), (ii) aspectos críticos do consumo, (iii) capitalismo inclusivo e (iv) inovação. A análise inclui ausência de um conceito padronizado de BoP e da necessidade de precisão das iniciativas pesquisadas.Contribuições: A principal contribuição é uma revisão das publicações da BoP para sistematizar o conhecimento acumulado pela academia de marketing para incentivar e orientar futuras pesquisas na área. A principal implicação gerencial é a sinalização de resultados de percurso para empresas que pretendem utilizar estratégias de marketing BoP.Originalidade: A pesquisa utiliza análises bibliométricas sofisticadas para examinar artigos publicados em periódicos, não apenas anais de conferências, em um longo intervalo de tempo.Universidade Nove de Julho - Uninove2023-06-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2210010.5585/remark.v22i2.22100ReMark - Revista Brasileira de Marketing; v. 22 n. 2 (2023): (abr./jun.); 783-8342177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/22100/10227Copyright (c) 2023 Os autoreshttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessNogami, Vitor Koki da CostaFilardi, FernandoFonseca, Eduardo AugustoBarboza, Renata Andreoni2023-06-12T14:12:33Zoai:ojs.periodicos.uninove.br:article/22100Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-06-12T14:12:33REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv 25 years of bottom of the pyramid research: a bibliometric study
25 anos de pesquisa na base da pirâmide: um estudo bibliométrico
title 25 years of bottom of the pyramid research: a bibliometric study
spellingShingle 25 years of bottom of the pyramid research: a bibliometric study
Nogami, Vitor Koki da Costa
Bottom of the Pyramid
Low-Income Consumer
Business Strategies
Bibliometric Research
Academic Production
Base da Pirâmide
Consumidor de Baixa Renda
Estratégias Empresariais
Pesquisa Bibliométrica
Produção Acadêmica
title_short 25 years of bottom of the pyramid research: a bibliometric study
title_full 25 years of bottom of the pyramid research: a bibliometric study
title_fullStr 25 years of bottom of the pyramid research: a bibliometric study
title_full_unstemmed 25 years of bottom of the pyramid research: a bibliometric study
title_sort 25 years of bottom of the pyramid research: a bibliometric study
author Nogami, Vitor Koki da Costa
author_facet Nogami, Vitor Koki da Costa
Filardi, Fernando
Fonseca, Eduardo Augusto
Barboza, Renata Andreoni
author_role author
author2 Filardi, Fernando
Fonseca, Eduardo Augusto
Barboza, Renata Andreoni
author2_role author
author
author
dc.contributor.author.fl_str_mv Nogami, Vitor Koki da Costa
Filardi, Fernando
Fonseca, Eduardo Augusto
Barboza, Renata Andreoni
dc.subject.por.fl_str_mv Bottom of the Pyramid
Low-Income Consumer
Business Strategies
Bibliometric Research
Academic Production
Base da Pirâmide
Consumidor de Baixa Renda
Estratégias Empresariais
Pesquisa Bibliométrica
Produção Acadêmica
topic Bottom of the Pyramid
Low-Income Consumer
Business Strategies
Bibliometric Research
Academic Production
Base da Pirâmide
Consumidor de Baixa Renda
Estratégias Empresariais
Pesquisa Bibliométrica
Produção Acadêmica
description Purpose: This article aims to present the evolution of the academic production on marketing for the base of the wealth pyramid by Brazilian researchers in the national and international arena. It seeks to deepen the analysis and understanding of the knowledge field and academic trends.Methodology: The study was carried out by bibliometric analysis of the 109 articles selected using tools such as Gephi, citation analysis, bibliographic pairing, co-authorship, and Bradford and Price laws validation. The research period was from 1998 to 2022.Findings: The results indicate that scientific production is evolving, with research fronts focusing on (i) niche markets within the Bottom of the Pyramid (BoP), (ii) critical aspects of consumption, (iii) inclusive capitalism, and (iv) innovation. The analysis includes the absence of a standardized concept of the BoP and the need for precision of the researched initiatives.Contributions: The main contribution is a review of BoP publications to systematize the knowledge accumulated by the marketing academy to encourage and guide future research in the field. The main managerial implication is the signaling of pathway results for companies that intend to use BoP marketing strategies.Originality: The research uses sophisticated bibliometric analysis to examine articles published in journals, not just conference proceedings, over an extended period of time.
publishDate 2023
dc.date.none.fl_str_mv 2023-06-12
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/22100
10.5585/remark.v22i2.22100
url https://periodicos.uninove.br/remark/article/view/22100
identifier_str_mv 10.5585/remark.v22i2.22100
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/22100/10227
dc.rights.driver.fl_str_mv Copyright (c) 2023 Os autores
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Os autores
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 22 n. 2 (2023): (abr./jun.); 783-834
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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