Market development at the bottom of the pyramid: examining the role of information and communication technologies

Abstract

This paper addresses the research question, “How can the use of information and communication technology (ICT) enable development of markets at the bottom of the pyramid (BOP)?” Integrating ideas centered on the threefold role of ICT (automate–informate–transform), market mechanisms, and agency freedom aspects of ICT-enabled development, we examine how (1) ICT facilitate development of market mechanisms at the BOP, (2) market mechanisms enable economic and social benefit outcomes for BOP markets and members, and (3) complementary conditions facilitate or hinder ICT-enabled market development. The findings are based on qualitative primary data from interviews with 27 BOP individuals from India, and from published and secondary examples. Theoretical contributions and implications for practice and further research are discussed.