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Keywords: Base of the pyramid
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2020) 37 (1): 76–97.
Published: 29 November 2019
... behaviour Base of the pyramid Stochastic modelling The Ehegwo family lives in Oguta in Nigeria. Jude is 40 years old and is a farmer. His wife Njideka is 25 years old and she is also a farmer. They are parents to 7 children and live with them in a rented 2-bedroom house. Their favorite item...
Journal Articles
Journal:
International Marketing Review
International Marketing Review (2015) 32 (6): 762–782.
Published: 09 November 2015
...Cheryl Nakata; Erin Antalis Purpose – The base of the pyramid (BOP) is characterized by deep and wide poverty, which dampens market exchanges, or making/selling and buying/consuming activities. The purpose of this paper is to address the specific issue of how national culture distinguishes BOP...
Journal Articles
Journal:
International Marketing Review
International Marketing Review (2014) 31 (6): 576–600.
Published: 10 November 2014
... towards the internationalisation of service firms into the base of the pyramid (BOP) markets in emerging markets. Design/methodology/approach – This research adopts an exploratory approach employing qualitative multiple case studies. Three service firms that have targeted the BOP markets in India...
