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http://bura.brunel.ac.uk/handle/2438/12189
Title: | Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony |
Authors: | Dey, BL Pandit, A Saren, M Bhowmick, S Woodruffe-Burton, H |
Keywords: | Vlaue co-creation;BoP marketing;consumer dominant logic;Mobile telephony;Ethnography |
Issue Date: | 2015 |
Citation: | Journal of Retailing and Consumer Services, 29, (2): pp. 40 - 48, (2015) |
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. |
URI: | http://www.sciencedirect.com/science/article/pii/S0969698915301120 http://bura.brunel.ac.uk/handle/2438/12189 |
DOI: | http://dx.doi.org/10.1016/j.jretconser.2015.10.009 |
ISSN: | 0969-6989 |
Appears in Collections: | Brunel Business School Research Papers |
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Fulltext.doc | 147.5 kB | Microsoft Word | View/Open |
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