University of Oulu

Leposky T., Arslan A., Dikova D. (2020) Value Co-creation in Multinational Enterprises’ Services Marketing at the Bottom-of-the-Pyramid Markets. In: Marinov M., Marinova S., Larimo J., Leposky T. (eds) International Business and Emerging Economy Firms. Palgrave Studies of Internationalization in Emerging Markets. Palgrave Macmillan, Cham

Value co-creation in multinational enterprises’ services marketing at the bottom-of-the-pyramid markets

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Author: Leposky, Tiina1; Arslan, Ahmad2; Dikova, Desislava3
Organizations: 1School of Marketing & Communication, University of Vaasa, Vaasa, Finland
2Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Oulu, Finland
3Institute for International BusinessVienna University of Economics and Business, Vienna, Austria
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.4 MB)
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Language: English
Published: Palgrave Macmillan, 2020
Publish Date: 2021-09-04


This book chapter addresses determinants of value creation by multinational enterprises (MNEs) in the still largely neglected research context of bottom of the pyramid (BoP) markets. Consisting of consumers living below the poverty line, BoP markets exhibit significantly different characteristics compared to the affluent developed or the aspirational emerging markets. Dealing with a wide range of diversity within a market where it is difficult to obtain reliable, generalisable information means that MNEs tend to face challenges upon entering them. Yet, the potential demand offered by BoP markets cannot be ignored and MNE’s have shown increasingly that they are willing to innovate market-specific approaches to cater to BoP needs. We discuss the applicability of service-dominant (S-D) logic in subsistence context and identify commitment to the market, strategic CSR, and service quality as key firm-level determinants of effective service marketing in BoP markets. We further identify social trust, technological outreach and performance orientation characteristics in target BoP market as key country-level determinants. Finally, the book chapter offers a number of academic and managerial implications.

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ISBN: 978-3-030-24482-8
ISBN Print: 978-3-030-24481-1
Pages: 89 - 116
DOI: 10.1007/978-3-030-24482-8_4
Host publication editor: Marinov, Marin A.
Marinova, Svetla T.
Larimo, Jorma A.
Leposky, Tiina
Type of Publication: A3 Book chapter
Field of Science: 512 Business and management
Copyright information: © The Author(s) 2020. This is an author’s accepted manuscript draft of the book chapter in M. Marinov et al. (Eds), International Business and Emerging Economy Firms, Volume I: Universal Issues and the Chinese Perspective. Palgrave MacMillan (Springer Nature) available online at