By Chantell Beaty

summary - company leaders usually depart greater than half the world’s population—the backside of the pyramid (BOP), a $5-trillion marketplace of power consumers—untapped for services and products because of failing to determine BOP markets as ecocnomic for enterprise, but enterprise leaders who've controlled inclusive BOP advertising and marketing in Nigeria have skilled revenue margins as excessive as 120%. the aim of this a number of case examine was once to discover options of commercial leaders who industry to bounce shoppers in Nigeria and keep a revenue. The examine inhabitants consisted of three company leaders within the Dallas and fortress worthy metropolitan region who advertised to dance shoppers in Nigeria and maintained a revenue. The conceptual framework that grounded the learn was once BOP advertising and marketing conception. info have been accrued via semistructured in-depth interviews and corporate files, with member checking applied to bolster creditability and trustworthiness. according to the methodological triangulation of the information assets accrued, three emergent topics have been pointed out following five levels of knowledge research. the topics have been (a) continue low revenue margins in advertising crucial goods to the BOP in Nigeria, (b) hold excessive revenue margins in advertising and marketing to the non-BOP in Nigeria, and (c) marketplace scaled-down items to the BOP in Nigeria. The findings from this examine may possibly give a contribution to social swap via delivering insights and methods for company leaders trying to arrange for and maintain profitability. the knowledge from this learn could give a contribution to raised revenue margins for company leaders in addition to activity placement and entrepreneurship possibilities for the groups of Nigeria.

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