Wellbeing implications of BoP marketing: a service ecosystem approach

PurposeThe socioeconomically deprived segment called bottom of pyramid lives in extreme resource-constrained environments and is being excluded from having access to many services. This study aims to investigate the role played by virtual engagement platforms in bringing well-being to base of the pyramid (BoP) customers. This study also uses transformative service research and service ecosystem-based approach. Design/methodology/approachThe study uses qualitative approach. Data was collected and analyzed through 16 in-depth interviews with BoP service actors. FindingsPresent study explains the role played by virtual engagement platforms as an intermediator between farmers and the service entity. Herein, it may be noted that the role of virtual platforms contributes to the well-being of the BoP community. Originality/valueThe authors' research work broadens service organizations' reach by better serving people in the BoP, which ultimately helps in removing unfairness and establishes service inclusion.