Could you please circulate this among AIB listservers. Apologies for cross

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*Call for Papers- Special Issue of the South Asian Journal of Global
Business Research *****

** **

*Fortune at the Base of the Pyramid (BoP) Revisited*****

Bottom (base) of the Pyramid concept has a long history. The term was first
coined by the US President, Franklin D. Roosevelt, in a radio address in
1932. However the concept was popularized in the business literature by C.K.
Prahalad much more recently. Since then, study of BoP has captured attention
of practitioners and scholars alike (Gollakota, Gupta, and Bork, 2010,
Karamchandani, Kubzansky and Lalwani, 2011; Olsen and Boxenbaum, 2009); and
four approaches have emerged for strategizing about the BoP:   ****

*Fortune Finding:* Prahalad and Hamel (1990) underlined the scale of the
world population not included in the global markets, and the potential of
fortune-finding by catering to the common needs of this poorest population,
by providing low-cost products and extending distribution reach.    ****

*Fortune Creating:* London and Hart (2011) postulate that the next
generation of BoP business strategies require a shift to “fortune creating”
with the four billion consumers, producers, and entrepreneurs who make up
the poorest population of the world, so that viable and scale ventures may
be designed.   ****

*Fortune Sharing:*  Some social entrepreneurship scholars based in the
industrialized markets contend the need for the corporations to approach the
BoP with a corporate social responsibility mindset, and commit to sharing
their wealth with the BoP, rather than seeking to create wealth off or
through the BoP (Berkman, 2010; Davidson, 2009).  ****

*Fortune Stealing:* Some social activists based in the emerging markets
maintain that the multinational corporations have been all too enthusiastic
to take off with the technological fortune that belongs to the communities
in which the poor people have lived for generations, without giving any
credit or compensation (for example, see Shiva, 2011).    ****

Besides understanding and contrasting these approaches, there is also a need
to re-examine the concept of the Base of the Pyramid.  While in economic
terms, the world’s low-income communities may be at the Base of the Pyramid,
in human terms, many low-income communities are known for their hospitality
and helping spirit and thus perhaps could be at the Top of the Pyramid
(Gupta, 2011; Leisinger, 2007; Rashid and Rahman, 2009). In the informal
economy of these communities, the concrete local social context of the
humans may matter more than the abstract global economic context of the
corporations. Thus, as we democratize and decentralize the discourse by
giving voice to the “BoP” communities that have been disconnected from the
mainstream global markets, there may be a need to reframe our language. ****

We propose the concept of Extensional Technological Growth (ETG) as a
heuristic for strategies involving the disconnected communities.  We observe
that a flip side of the weak linkages of the low-income communities with the
global markets has been the preservation of the uniqueness of the
technological base of the people in these communities (Gupta, 2008). This
people’s technological base is generally locally efficient, relying on the
complementarity of the locally available and distributed resources (Cooke,
2006). In several nations, efforts are beginning to be made to connect
alternative and diverse technological bases across multiple community groups
and construct innovative, scalable, and disproportionately proficient
technological base (Gupta, 2011). These efforts have a potential to generate
extensional technological growth (ETG), connecting beyond the mainstream
boundaries and channels for augmenting technological capabilities.  ****

Issues related to disconnected communities are particularly relevant for
emerging economies of South Asia[1] <#132df8f1b4fd6e0b__ftn1>[1], where 25%
of the population currently lives under poverty levels. As South Asia is
estimated to provide 30-32% of the increment to the world population into
2050 (World Bank, 2011), as per the traditional understanding of BoP, there
is going to be even a greater expansion of the BoP in the region (Khilji,
2011). For the special issue of the *South Asian Journal of Global Business
Research*, we invite papers situated in or inspired by the South Asian
context, and that explore theoretical and empirical aspects of topics such
as:  ****

1)        Could there be alternative approaches to BoP as popularized by
Prahalad? What would the theoretical and practical underpinnings of these
approaches?  ****

2)        Is economic wealth really the right perspective to define the base
in the BoP? What other perspectives could be used?****

3)        How do we engage these disconnected and forgotten communities and
what can we learn from them? What approaches, strategies and practices are
emerging from these communities that would further our understanding of
leadership, management, innovation etc.?  ****

4)        Can social learning and critical theory (and other theories) be
used to explain possible strengths of the BoP?   ****

5)        How to improve the ETG ecosystem- nonprofits forming alliances
with business vs. nonprofits as mediators between business and people
groups; ****

6)        How to develop the ETG market – seeding and base-building for
marketing to the BoP vs. manufacturing for low cost in the BoP vs. pursing
ETG with the BoP; ****

7)        How to leverage the ETG for global markets – green leap of small
footprint innovations designed for the BoP vs. buyback of green solutions
designed using ETG know-how for the global markets; ****

8)        How to account for the ETG -- corporate social charity given to
the BoP (cost-center) vs. sustainable distributed gain sharing with those
contributing to ETG (profit center);****

9)        How to fund the ETG business ventures – philanthro-captialists
offering patient capital to the central actors vs. microcredit federations
offering fast circulation capital to decentralized actors;****

10)     Two sides of the ETG entrepreneurship – promoting consumption
through marketing initiatives vs. promoting investment through multiplex
linkages in the low-income communities ****

11)      How to design the ETG ventures – for economies of scale through
connectivity with the global economic context vs. for economies of choice
through sensitivity to the local social context.****

We are hoping to use a new lens on the BoP in order to allow us to be more
creative and think differently, hence we encourage submissions beyond these
questions, as long as these contribute to advancing research, policy and
practice related to BoP and ETG. We welcome submission from all business or
related disciplines, and are open to multi-disciplinary approaches.****

** **

*Deadlines: *****

Abstracts (3 pages) should be submitted by December 15, 2011 to any one of
the following guest editors.  Authors of the selected abstracts will be
invited to participate in a symposium proposal under the auspices of the
South Asian Academy of Management on the topic for the Academy of Management
Conference 2012 at Boston, whose theme is “Informal Economy”.****

Full Paper deadline (8000 words) via Scholar One to SAJGBR: March 30, 2012.
After screening by the special issue editors, these papers will be double
blind reviewed before being accepted for publication. ****

Anticipated Publication date: Sept 2012 ****

** **

*About the Special Issue Editors:*****

*Vipin Gupta* (Ph.D., Wharton School) is Professor and Co-director of the
Global Management Center at the California State University San Bernardino.
He has made significant contributions to the science of culture, sustainable
strategic management in the emerging markets, managing organizational and
technological transformations, and entrepreneurial and women’s leadership,
and is a pioneer in the field of culturally sensitive models of family
business around the world. He has authored or edited 16 books, including the
seminal GLOBE book on culture and leadership in 62 societies, eleven on
family business models in different cultural regions, two on organizational
performance, one on the MNCs in China, and an innovative strategy textbook.
 He has published about one hundred fifty articles as book chapters and in
academic journals, such as the Journal of Business Venturing, Journal of
World Business, Family Business Review, International Journal of
Cross-cultural Management, and Asia-Pacific Journal of Management, among
others. Dr. Gupta has been a Japan Foundation fellow, and a recipient of the
Society for Industrial Organizational Psychologists’ coveted “Scott M. Myers
Award for Applied Research—2005”.****

** **

Email: [log in to unmask] ****

** **

*Shaista E. Khilji* (PhD, Cambridge University, UK) is the Founding
Editor-in-Chief of *South Asian Journal of Global Business Research* (*
SAJGBR*), and Associate Professor of Human and Organizational Learning at
the George Washington University (Washington DC). Her research focuses on
issues related to Global Leadership, Talent Development, Innovation, and
Cross-Cultural Management with a particular emphasis on emerging economies.
She has published several articles in reputable scholarly journals,
including the *International Journal of Human Resource Management*, *Journal
of World Business, *and the *Journal of Product Innovation Management,
to edited volumes and presented more than 40 research papers at various
international conferences. She has received several awards, including
“Honorary Lifetime Fellow of Cambridge Commonwealth Society” (UK); “Pride of
Profession Award” (India); the “Outstanding Service” and “Best Reviewer”
awards by the Academy of Management (USA), “Top 10%” paper award by the
Academy of International Business (Italy), and a “Bronze Award” by McGraw
Hill Higher Education. She was nominated for the Washingtonian “Rising Star
under 40 years” for her all-round academic achievements, “Best International
Symposium’ and “Newman’ awards by Academy of Management.  ****

** **

Email: [log in to unmask] ****

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*About the South Asian Journal of Global Business Research (SAJGBR):*****

South Asian Journal of Global Business Research (SAJGBR) is dedicated to
advancing theoretical and empirical knowledge of business and management
issues facing multinational and local organizations within South Asia. It
publishes high-quality research articles, insights and reviews which
contribute to the scholarly and managerial understanding of contemporary
South Asian business issues. SAJGBR is committed to providing a unified
platform to publish research that links research communities in South Asia
with the rest of the world.****

SAJGBR publishes both conceptual and empirical papers that address a variety
of business issues within South Asia, in order to inform and advance
international business theory and practice. All papers must be based upon
rigorous quantitative and/or qualitative methodological approaches. SAJGBR
is also open to creative reviews and insights from a variety of people
engaged in international business, including policy makers, consultants,
practitioners and managers.****

*South Asian Journal of Global Business Research* is a publication of
Emerald Publications. For more information, please refer to  ****

* *****

*References: *****

Berkman, J. (July 9, 2010), “Millions of Hungry Families Are Not a ‘Market
Opportunity’”, available at:

Cooke, P. (2006), “Global bioregional networks: a new economic geography of
bioscientific knowledge”, *European Planning Studies*, Vol. 14, pp.

Davidson, K. (2009), “Ethical concerns at the Bottom of the Pyramid: Where
CSR meets BOP”, *Journal of International Business Ethics*, Vol. 2* *No.* *1,
pp. 22-32. ****

Gollakota, K., Gupta, V., and Bork, J. (2010), “Reaching customers at the
base of the pyramid – a two-stage business strategy”, *Thunderbird
International Business Review*, Vol. 52 No. 5, pp. 355-367.****

Gupta, A.K. (2011), Various articles and blogs, available at: ****

Gupta, V, (2008), “Constructing a sustainable technological platform in
India”, *Vidwat*:* The Indian Journal of Management*, Vol. 1 No. 1, pp. 1-8.

Karamchandani, A., Kubzansky, M., and Lalwani, N. (2011), “Is the Bottom of
the Pyramid really for you”? *Harvard Business Review*, Vol. 89 No. 3, pp.

Khilji, S.E. (2011), *Population 7 billion and counting: How it would affect
us all*. Panel talk presented at GW Alumni Weekend celebration, The George
Washington University, Washington DC, USA ****

Leisinger, K. M. (2007), “Corporate Philanthropy: The ‘Top of the Pyramid’”,
Business & Society Review, Vol. 112 No. 3, pp. 315-342.****

Olsen, M., and Boxenbaum, E. (2009), “Bottom-of-the-Pyramid: Organizational
barriers to implementation”, *California Management Review*, Vol. 51 No. 4,
pp. 100-125.****

Rashid, A. T., and Rahman, M. (2009), “Making profit to solve development
problems: the case of Telenor AS and the Village Phone Programme in
Bangladesh”, *Journal of Marketing Management*, Vol. 25 No. 9/10, pp.
1049-1060. ****

Shiva, V. (2011), “Navdanya International”, available at: ****


[1] <#132df8f1b4fd6e0b__ftnref1>[1] Including Afghanistan, Bangladesh,
Bhutan, India, Maldives, Nepal, Pakistan, and Sri Lanka.  A broad concept of
South Asia might include immigrant communities from the South Asia region,
and the influence of the South Asian cultural system worldwide.

Shaista E. Khilji (PhD)
Associate Professor of Human and Organizational Learning
Founding Editor-in-Chief, *South Asian Journal of Global Business
Research* (Emerald
Coordinator & Advisor Masters'/ Certificate Program (Main Campus)
The George Washington University (GWU)
Washington DC 20052
Phone: 202-994-1146
Email: [log in to unmask] [log in to unmask]

Fellow, Cambridge Commonwealth Society, UK

South Asian Journal of Global Business Research (SAJGBR)

Emerald Group Publishing Limited, Registered Office: Howard House, Wagon
Lane, Bingley, BD16 1WA United Kingdom. Registered in England No. 3080506,
VAT No. GB 665 3593 06

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