BUSINESS GROWTH IN UNDERSERVED MARKETS: DOING WELL AND DOING GOOD THROUGH GREATER UNDERSTANDING OF VULNERABLE POPULATIONS, FOOD DESERTS, AND BOTTOM OF THE PYRAMID CONCEPTS

Sa？etak This paper, guided by the literature concerning vulnerable populations, food deserts and bottom of the pyramid markets, presents a new conceptual model to further our understanding of how businesses can do good, while doing well in under-served/under-nourished/under-employed markets that exist around the world. Practical implication and calls for further research based on the proposed model are also offered