Bottom of the Pyramid (BOP) Business and Corporate Social Entrepreneurship:

The Perspective of Social Business and Legitimacy

Abstract

The aim of this study is to gain an insight into the process of the bottom of the pyramid (BOP) business creation. The findings indicate the critical role of corporate social entrepreneurship (CSE) utilizing a positive mindset and legitimation in accordance with environmental changes. The key factors of promoting CSE in a large firm are also discussed: they consist of the reconsideration of the role and function of corporate social responsibility (CSR) department, human resource management (HRM), organizational mission and tolerance.