Date of Conferral

1-7-2025

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Warren Lesser

Abstract

In 2022, 133 million Nigerians were at the bottom of the pyramid (BOP), representing a large yet challenging market segment. Business leaders in the Nigerian fast moving consumer goods (FMCG) industry must develop strategies to operate profitably in this low income market to sustain their businesses and capture significant growth opportunities. Grounded in Prahalad’s BOP conceptual framework, the purpose of this qualitative multiple case study was to explore how four Nigerian FMCG leaders developed and implemented successful strategies to operate profitably in BOP countries. Data were collected through semistructured interviews and from company website documents. Using data triangulation and thematic analysis, three key themes emerged: tailoring design and marketing strategies for diverse consumer segments; optimizing product packaging to balance affordability and quality; and adapting business practices to volatile market conditions. A key recommendation is for business leaders to ensure that products marketed to BOP communities are affordable, maintain good quality, and are offered in appropriately sized packaging to meet consumer needs. The implications for positive social change include the potential for business leaders to alleviate poverty, enhance the quality of life for Nigerian citizens, and foster self-worth by creating gainful employment opportunities for individuals in BOP communities.

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