Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1028833 | Journal of Retailing and Consumer Services | 2016 | 9 Pages |
Abstract
Existing literature offers scant evidence of how BoP (bottom of the pyramid) consumers with limited product knowledge and interaction with product designers and marketers can co-create value. The current paper addresses this issue by analysing Bangladeshi farmers' use of mobile telephony. The findings suggest the value-in-use is facilitated or inhibited by product features, socio-economic practices, individuals' capabilities and the appropriation of mobile telephony. The paper demonstrates how BoP customers can co-create value with or without direct support from marketers and offers a theoretical framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Bidit Lal Dey, Ameet Pandit, Mike Saren, Sanjay Bhowmick, Helen Woodruffe-Burton,