From the Transnational to the BoP Approach to Global Strategy: Opportunities and Challenges
DOI: https://doi.org/10.64010/TCSN5331 Abstract As global demographics change and emerging markets develop, multinational corporations are exploring economic opportunities in low-income markets across the globe. This global, low-income market is often referred to as the base of the pyramid (BoP) market. While MNCs have traditionally relied upon the transnational approach to global