Two decades of the bottom of the pyramid research: identifying the influencers, structure, and the evolution of the concept

Abstract

This paper reviews the literature on the bottom of the pyramid (BoP) across disciplines using systematic literature review (SLR). It explores the evolution of literature over the last 20 years, beginning with the work of C.K. Prahalad. A systematic search resulted in 665 publications related to BoP in various journals. This paper analyses these BoP publications from the start of the concept until 2018 using bibliographic data and thematic analysis of the entire text of the most influential papers. The analysis involves identifying trends in publications and citations, most-cited journals and papers, most productive and influential authors in the field. The results indicate a surge in BoP research. We also find that the focus of the research has shifted to newer disciplines. A thematic analysis of the top 151 papers in BoP indicates the domain's evolution over the years. Overall, the results suggest a sustained and growing interest in BoP. The findings also indicate a shift in focus and nature of the research over the years.