25 years of bottom of the pyramid research: a bibliometric study
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , , |
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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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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1799138639629778944 |