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Keywords: Informal services
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2019) 33 (1): 112–124.
Published: 03 April 2019
...Javier Reynoso; Karla Cabrera Purpose This paper aims to explore and learn about managerial practices of informal services at the base of the pyramid (BoP). Design/methodology/approach The study reports findings of an empirical research conducted in 16 cities in Mexico during a two-year period...
