Journal of

Marketing Development and Competitiveness

Scholar Gateway

Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF LEADERSHIP, ACCOUNTABILITY AND ETHICS

Serving the “Bottom of Pyramid” – A Servant Leadership Perspective

Author(s): Shruti Gupta

Citation: Shruti Gupta, (2013) "Serving the “Bottom of Pyramid” – A Servant Leadership Perspective," Journal of Leadership, Accountability and Ethics, Vol. 10, Iss. 3, pp. 98 - 106

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Pioneering research under the umbrella term “Bottom of Pyramid” (BOP) has stressed that marketing to

the world’s poor is a profitable endeavor for multinational companies. By doing so, companies would

help consumers and contribute towards the social goal of poverty alleviation. This paper argues that

companies that intend to serve the BOP need a servant leadership model with a focus on sustainability.

This claim will be substantiated with a case based analysis from two companies – Hatton National Bank

and Deutsche Bank, who successfully practice the principles of servant leadership in their microfinance

unit.