By Chantell Beaty

summary - company leaders usually depart greater than half the world’s population—the backside of the pyramid (BOP), a $5-trillion industry 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 in Nigeria have skilled revenue margins as excessive as 120%. the aim of this a number of case research was once to discover options of commercial leaders who industry to dance shoppers in Nigeria and continue a revenue. The research inhabitants consisted of three enterprise 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 used to be BOP advertising thought. facts have been accumulated via semistructured in-depth interviews and corporate files, with member checking applied to bolster creditability and trustworthiness. in accordance with the methodological triangulation of the information resources accrued, three emergent issues have been pointed out following five levels of knowledge research. the topics have been (a) retain low revenue margins in advertising crucial goods to the BOP in Nigeria, (b) hold excessive revenue margins in advertising to the non-BOP in Nigeria, and (c) marketplace scaled-down items to the BOP in Nigeria. The findings from this learn might give a contribution to social swap by means of supplying insights and techniques for enterprise leaders trying to arrange for and maintain profitability. the knowledge from this research may possibly give a contribution to raised revenue margins for company leaders in addition to task placement and entrepreneurship possibilities for the groups of Nigeria.

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