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http://bura.brunel.ac.uk/handle/2438/12189
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DC Field | Value | Language |
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dc.contributor.author | Dey, BL | - |
dc.contributor.author | Pandit, A | - |
dc.contributor.author | Saren, M | - |
dc.contributor.author | Bhowmick, S | - |
dc.contributor.author | Woodruffe-Burton, H | - |
dc.date.accessioned | 2016-02-25T12:36:25Z | - |
dc.date.available | 2016-02-25T12:36:25Z | - |
dc.date.issued | 2015 | - |
dc.identifier.citation | Journal of Retailing and Consumer Services, 29, (2): pp. 40 - 48, (2015) | en_US |
dc.identifier.issn | 0969-6989 | - |
dc.identifier.uri | http://www.sciencedirect.com/science/article/pii/S0969698915301120 | - |
dc.identifier.uri | http://bura.brunel.ac.uk/handle/2438/12189 | - |
dc.description.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. | en_US |
dc.format.extent | 40 - 48 | - |
dc.language | Elsevier | - |
dc.language.iso | en | en_US |
dc.subject | Vlaue co-creation | en_US |
dc.subject | BoP marketing | en_US |
dc.subject | consumer dominant logic | en_US |
dc.subject | Mobile telephony | en_US |
dc.subject | Ethnography | en_US |
dc.title | Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony | en_US |
dc.type | Article | en_US |
dc.identifier.doi | http://dx.doi.org/10.1016/j.jretconser.2015.10.009 | - |
dc.relation.isPartOf | Journal of Retailing and Consumer Services | - |
pubs.issue | 2 | - |
pubs.publication-status | Published | - |
pubs.publication-status | Published | - |
pubs.volume | 29 | - |
Appears in Collections: | Brunel Business School Research Papers |
Files in This Item:
File | Description | Size | Format | |
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Fulltext.doc | 147.5 kB | Microsoft Word | View/Open |
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