Entrepreneurial Evolution at the Bottom of the Pyramid

  • Ananya RajagopalEmail author


Start-up enterprises have a long history in regional business operations and have been thoroughly studied in various research dimensions since the beginning of twentieth century. This chapter critically examines 251 previous research studies to provide literature support for the methodology and data analysis of this study. Some epistemological studies, which date back to 1957, have also been reviewed to support the conceptual background of the study. Literature review has been done in the context of organizational design, marketing strategies, consumer-centric approach, consumer acquisition, consumer buying behavior, consumer segmentation, transaction-based approach, pricing, distribution, serviceability, and entrepreneurial leadership. The literature review has supported ten quantitative research hypotheses and five qualitative research propositions.


Organizational design Marketing strategy Consumer-centric approach Transaction-based approach Literature review 


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.Department of Administrative SciencesEGADE Business School, Tecnológico de Monterrey (ITESM)MexicoMexico

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