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Keywords: BOP
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Journal Articles
Journal of Advances in Management Research (2020) 17 (3): 455–471.
Published: 01 May 2020
...Mahima Mathur; Ritu Mehta; Sanjeev Swami Purpose This paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets. Design/methodology/approach The study employs a qualitative...
