caa a22 4500 605483922 CHVBK 20210128100433.0 cr unu---uuuuu 210128e20151001xx s 000 0 eng 10.1007/s10551-014-2283-8 doi (NATIONALLICENCE)springer-10.1007/s10551-014-2283-8 Corporate Social Responsibility: Linking Bottom of the Pyramid to Market Development? [Elektronische Daten] [Ramendra Singh, Madhupa Bakshi, Prashant Mishra] In this article, we develop theoretical and empirical linkages between corporate social responsibility (CSR) initiatives of business organizations and their market development efforts at the bottom of the pyramid (BOP). We use qualitative in-depth interviews of 21 CSR heads of business organizations and its CSR partner organizations in India (an emerging market) to explore, develop, and explain plausible theoretical linkages between CSR initiatives of the organizations and its market development efforts at BOP using theory of market separations. Using theoretical frameworks from CSR literature and sub-theory of market separations from marketing literature, the study suggests that market development at BOP is enhanced using the CSR route in several ways. These are, (1) making the BOP market development less risky, (2) mask the CSR initiative as a BOP pilot project to generate internal traction within the organization, (3) integrating the BOP communities with the last mile of the supply chain of the organization, (4) bringing government intervention to accelerate scale-up, and (5) developing BOP as future markets for consumers and supply chain partners to make business more sustainable. Our study has several theoretical as well as managerial implications linking organizations' market development efforts at BOP with its CSR initiatives. Springer Science+Business Media Dordrecht, 2014 Corporate social responsibility nationallicence Bottom of the pyramid nationallicence Market separations nationallicence Market development nationallicence India nationallicence Singh Ramendra Indian Institute of Management Calcutta, Joka, 700104, Kolkata, India aut Bakshi Madhupa Marketing Communications, NSHM Group of Institutions (Affiliated to West Bengal University of Technology), B.L.Saha Road, 700053, Kolkata, India aut Mishra Prashant Indian Institute of Management Calcutta, Joka, 700104, Kolkata, India aut Journal of Business Ethics Springer Netherlands 131/2(2015-10-01), 361-373 0167-4544 131:2<361 2015 131 10551 https://doi.org/10.1007/s10551-014-2283-8 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s10551-014-2283-8 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Singh Ramendra Indian Institute of Management Calcutta, Joka, 700104, Kolkata, India aut NATIONALLICENCE 700 1- Bakshi Madhupa Marketing Communications, NSHM Group of Institutions (Affiliated to West Bengal University of Technology), B.L.Saha Road, 700053, Kolkata, India aut NATIONALLICENCE 700 1- Mishra Prashant Indian Institute of Management Calcutta, Joka, 700104, Kolkata, India aut NATIONALLICENCE 773 0- Journal of Business Ethics Springer Netherlands 131/2(2015-10-01), 361-373 0167-4544 131:2<361 2015 131 10551