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Journal of the Academy of Marketing Science
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Dynamic Transformations for Base-of-the-Pyramid Market Clusters

Eric J. Arnould

University of Nebraska, Lincoln

Jakki J. Mohr

University of Montana

Extending scholarship on industry clusters, this article reconsiders the relationship between development and marketing opportunities in base-of-the-pyramid market (BOPM) nations. Recent literature on industry clusters suggests a set of theoretical themes regarding cluster efficiencies, governance, adaptability, and performance. These themes are scrutinized using an extended case employing longitudinal, ethnographic data collected from an indigenous leather-working cluster in West Africa. The authors’ findings provide guidance in identifying local clusters with global market potential in BOPMs. They lead us to a dynamic market-driven transformational model of BOPM clusters. Consequently, the authors recommend several keys for leveraging investments in boundary-spanning firms in BOPM clusters. Finally, the article demonstrates the value of microlevel, longitudinal analyses in assessing cluster performance in BOPMs.

Key Words: market clusters • base-of-the-pyramid markets • marketing and development • market strategy • Niger Republic

Journal of the Academy of Marketing Science, Vol. 33, No. 3, 254-274 (2005)
DOI: 10.1177/0092070304273495
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