31 October 2014

Special issue published: "Marketing to the Bottom of the Pyramid: Key Challenges and the Way Ahead"

International Journal of Business and Emerging Markets 6(4) 2014
  • Defining a base of the pyramid strategy
  • Implications of transaction cost on the consumer choice heuristics: a grounded theory analysis at the Indian bottom of the pyramid
  • An exploratory study of counterfeit purchases among rural bottom of pyramid customers in India
  • Winning poor consumers in Africa: best-practices from mobile network operators
  • Creative consumers in impoverished situations
  • Prioritisation of barriers to rural markets: integrating fuzzy logic and AHP

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