Weaving a strategy for a base-of-the-pyramid market: The case of Grundfos LIFELINK
| Autor: | Poul Houman Andersen, Lars Esbjerg |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
sustainability and MNCs
BOTTOM INNOVATION Strategy and Management SDG goals Geography Planning and Development Face (sociological concept) Context (language use) SECTOR 010501 environmental sciences Management Monitoring Policy and Law 01 natural sciences strategizing Potable water SUSTAINABILITY 0502 economics and business Pyramid Business and International Management Weaving PERSPECTIVE Industrial organization 0105 earth and related environmental sciences Sustainable development 05 social sciences POVERTY CREATION Action (philosophy) Multinational corporation Business BUSINESS STRATEGY 050203 business & management |
| Zdroj: | Business Strategy and the Environment (BSE) Andersen, P H & Esbjerg, L 2020, ' Weaving a strategy for a base-of-the-pyramid market : The case of Grundfos LIFELINK ', Business Strategy and the Environment, vol. 29, no. 8, pp. 3687-3701 . https://doi.org/10.1002/bse.2604 |
| DOI: | 10.1002/bse.2604 |
| Popis: | This paper explores the development of strategies by multinational corporations (MNCs) for serving markets at the base of the economic pyramid (BoP). MNCs play an important role in meeting the Sustainable Development Goals (SDGs) formulated by the United Nations (UN), as they are responsible for one-third of the total economic output and the majority of world trade. However, little is known about how MNCs contribute to meeting the UN SDGs. Through an in-depth analysis of how Grundfos, a Danish MNC and a leading supplier of pumps, developed a solution for supplying fresh potable water to rural villages in Kenya, we investigate some challenges MNCs face and demonstrate the importance of intimate engagement with the context of strategic action. Tackling sustainable development issues in the context of BoP markets represents a distinctive challenge to MNCs, which often do not have a good understanding of BoP environments. Drawing on contrasting ideas of strategy as navigation or wayfaring, we highlight the dangers of trying to impose existing strategies and business practices in market contexts, which are fundamentally different from existing ones. We add to the existing research by exploring how such frameworks interact with strategizing processes in a novel environment for the operating firm. Specifically, we explore the interrelatedness between planned and emergent approaches to strategizing in BoP market environments. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made. © 2020 The Authors. Business Strategy and The Environment published by ERP Environment and John Wiley & Sons Ltd |
| Databáze: | OpenAIRE |
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