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MNE CSR-Strategies at BoP-Markets: Poverty Alleviation Through Micro-Franchise
Sabine Jentjens
ISC Paris, France
Tracey Dodd
University of Adelaide, Governance Institute of Australia, Australia
Karen Delchet-Cochet
IAE de Paris, Université Paris 1 Panthéon Sorbonne, France
Volume 19: 2024, pp. 293-306; ABSTRACT
Amidst increasing pressures for enhanced Corporate Social Responsibility (CSR) and the saturation of developed markets,
multinational corporations (MNCs) are increasingly turning their attention to Bottom of the Pyramid (BoP) markets as
viable business opportunities. This paper explores how MNC subsidiaries strategically adopt and implement CSR initiatives
aimed at poverty alleviation in BoP markets. Through a case study of a Unilever subsidiary-micro-franchise-model in
Indonesia, we investigate the management of CSR and situate this concept within the framework of
voluntary corporate actions and explore MNCs operations in BoP contexts of international business.
Keywords: Bottom of the Pyramid (BoP), Micro-Franchising, Corporate Social Responsibility (CSR), Multinational corporations (MNC).
The Americas + Rest of World
ARTICLE REF.: JIBE19-0CS2
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