A BUSINESS MODEL DESIGNED TO TAP INTO THE BOTTOM OF THE PYRAMID

Sarena Garcia-DeLeone

American corporation in Seattle, Washington

Shahram Taj

Lawrence Technological University

ABSTRACT

The purpose of this study is to share a business model innovation targeting the Bottom of

the Pyramid (BOP), offering apparel products designed with affordability. This model was proposed

to a large Western apparel company and suggested as a separate brand that strengthens the position

of the company as a whole. This study provides a background on the Bottom of the Pyramid theories

and cases, a detailed description of our innovative model and how it is successful, the description

of the product itself, along with the product marketing and distribution strategy.