Cocreation at the Base of the Pyramid

Abstract

The base of the pyramid (BOP) approach suggests that business with low-income consumers or producers can simultaneously foster well-being, environmental sustainability, and profits. A central tenet of the BOP approach is cocreation between companies, low-income communities, and other actors. However, recent research has strongly questioned the necessity and feasibility of such cocreation. This article undertakes a systematic review of BOP research on cocreation and finds a considerable range in the proposed participants and purpose of cocreation: Cocreation can refer to a deep process of social transformation or, at the other extreme, arms-length cooperation that merely legitimizes a corporation as a development agent. Drawing on development studies, this review proposes a framework for organizing the diverse conceptualizations, and shows how the framework facilitates elaboration on the necessity and feasibility of cocreation at the BOP.