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Strategic motivations and choice in subsistence markets

机译：生计市场的战略动机和选择

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摘要

This paper examines the different motivations behind strategic choice in base of the pyramid or subsistence markets. Two strategies are examined through comparative analysis: market extension and strategic intent. Using two commercial bank's micro-lending business strategies in Sri Lanka, a comparative case study suggests that strategic intent is motivated by building capabilities over time that results in successful poverty alleviation, whereas market expansion is motivated by an immediate desire to expand overall sales revenue. This conclusion may help reframe subsistence market or BoP arguments away from such false choices as appropriate size (e.g., multinational corporations versus small and medium size enterprises) toward more useful discussion on understanding why firms participate in subsistence markets and what is the motivation behind their strategic choice. By considering more than just size and scope and studying the motivations behind long-term solutions to poverty alleviation, firm success can be better understood and achieved.
机译：本文研究了金字塔或生计市场基础上战略选择背后的不同动机。通过比较分析检查了两种策略：市场扩展和战略意图。一项比较案例研究使用斯里兰卡的两家商业银行的小额贷款业务策略，表明战略意图是通过随着时间的推移建设能力而实现的，从而成功地实现了脱贫；而市场扩张的动力是迫切希望扩大总体销售收入。该结论可能有助于重新定义生存市场或BoP争论，从适当的规模（例如，跨国公司与中小型企业）之类的错误选择，转向更有效的讨论，以了解公司为何参与生存市场以及其战略背后的动机是什么选择。通过不仅考虑规模和范围，而且研究长期解决贫困的方案背后的动机，可以更好地理解和实现公司的成功。

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