Organizational Legitimacy, Corporate Social Responsibility, and Bottom of the Pyramid Consumers.

Lova Randrianasolo

    Research output: Contribution to journalArticlepeer-review

    Abstract

    In recent decades, multinational corporations (MNC) have increasingly penetrated bottom of the pyramid (BOP) markets due to globalization and market liberalization. To gain legitimacy within these markets, MNCs have employed corporate social responsibility (CSR) strategies. This paper focuses on how BOP consumers perceive the CSR strategies of advanced country MNCs (AMNCs). Specifically, this study examines how BOP consumers' admiration of economically developed countries (AEDC) influence CSR strategy success in BOP markets. In doing so, this paper contributes to the literature on BOP strategies and BOP consumer psychology. With a sample of consumers from Madagascar, the results provide evidence that AEDC is a relevant construct that firms from developed countries should consider when implementing consumer-oriented strategies in BOP markets.
    Original languageAmerican English
    JournalJournal of International Consumer Marketing
    Volume30
    Issue number3
    DOIs
    StatePublished - Mar 20 2018

    Keywords

    • Bottom of the Pyramid
    • admiration of economically developed countries
    • corporate social responsibility
    • organizational legitimacy

    Disciplines

    • Business
    • Marketing

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