Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets最新文献

Chapter 7 Reflections from a Periodic Market in Rural India 第七章印度农村周期性市场的反思

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181008

Satyam, Rajesh K. Aithal

引用次数: 1

Chapter 8 Bottom of the Pyramid Marketing: Examples from Selected Nigerian Companies 第八章金字塔营销的底层:尼日利亚公司的例子

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181009

Ogechi Adeola, Yetunde Anibaba

{"title":"Chapter 8 Bottom of the Pyramid Marketing: Examples from Selected Nigerian Companies","authors":"Ogechi Adeola, Yetunde Anibaba","doi":"10.1108/978-1-78714-555-920181009","DOIUrl":"https://doi.org/10.1108/978-1-78714-555-920181009","url":null,"abstract":"Abstract \u0000The predominance of certain adverse factors has historically de-motivated firms seeking to enter into the bottom-of-the-pyramid (BoP) markets due to the perception that BoP markets are impoverished and therefore unable to afford their products. However, Prahalad’s seminal study on BoP markets as potential sources of wealth may have influenced the mindset of marketers around the world to view the demographic at the BoP as prodigious product markets waiting to be mined. This chapter, therefore, explores how some multinational corporations (MNCs) may have successfully implemented BoP marketing in Nigeria against the backdrop of diffusion of innovation (DoI) theory. The DoI theory tries to explain how and why new ideas, product, structures, or phenomena (innovations), spread across users and social systems. It posits among other things that there are at least five conditions that define the rate of adoption of an innovation, including relative advantage, compatibility, complexity, trialability, and observability. The authors find in the context of case companies, MTN Communications, Promasidor (Cowbell), and Dufil Prima Foods (Indomie) Nigeria that these elements contribute to building a viable explanation for the wide adoption of their products in the Nigerian BoP markets. Regarding the economic viability of BoP markets, the authors find that MNCs may have to embrace a commitment to long-term profitability, focus on economies of scale as a basis for competitiveness, and realize that in BoP markets, defining a marketing model is a continuous process.","PeriodicalId":213722,"journal":{"name":"Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132839264","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Prelims 预备考试

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181001

引用次数: 0

Chapter 5 Designing Solutions for the Low Income Consumer Markets: Four Schools of Thought 第5章为低收入消费市场设计解决方案:四种思想流派

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181006

J. Pels, J. Sheth

引用次数: 2

Chapter 6 A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces 第6章在BOP和生存性市场中有利于穷人的创新采用的概念模型

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181007

Ben Lowe, Md Rajibul Hasan, Saju Jose

引用次数: 3

Chapter 2 Making Markets ‘Worth the Effort’ at the Bottom of the Pyramid 第二章让金字塔底层的市场“值得付出努力

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181003

R. Chakrabarti, K. Mason

{"title":"Chapter 2 Making Markets ‘Worth the Effort’ at the Bottom of the Pyramid","authors":"R. Chakrabarti, K. Mason","doi":"10.1108/978-1-78714-555-920181003","DOIUrl":"https://doi.org/10.1108/978-1-78714-555-920181003","url":null,"abstract":"Abstract \u0000This chapter draws on the concept of orders of worth to generate understanding into how sustainable, good markets might be enabled at the bottom of the pyramid (BoP). Through an ethnographic study of the efforts of a non-government organisation (NGO) to create spaces where values and value at the BoP are unearthed, articulated, contested and translated into market-making practices. Insights are generated into how interventions to make-markets in sites of extreme poverty become ‘worth the effort’. In keeping with the market studies literature, the authors explore how multiple, contested and reframed needs generate insights into the efforts (and practices) that shape orders of worth in economic life. Orders of worth are the everyday practice of social values that constitute economic value and are framed through the moral values of social worlds as these values are put to work to calculate economic value. This work provides a contribution to the market studies literature through our understanding of the relationship between social and economic values in the creation of orders of worth, by showing how this happens at the BoP. Second, the authors contribute to the BoP literature by showing how places and spaces can be created and used to enable markets to unfold and happen. Finally, the findings contribute to our understanding of the types of practices and market-making devices that interventions might adopt and adapt in order to prod potential actors into action. The chapter identifies three types of enabling practices that make markets possible: connecting, integrating and reclassifying.","PeriodicalId":213722,"journal":{"name":"Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115588782","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Chapter 1 Evolving and Expanding Marketing to Address Challenges and Opportunities in BoP Markets: Looking Back and Forward 第1章发展和扩大营销以应对防喷器市场的挑战和机遇:回顾和展望

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181002

M. Viswanathan, Arun Sreekumar, Roland Gau

引用次数: 2

Chapter 9 Profitability in Rural Bottom of the Pyramid (BoP) Markets from a Business Perspective: Evidence from Sri Lanka 第9章从商业角度看农村金字塔底层市场的盈利能力:来自斯里兰卡的证据

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181010

W. Jayawickramarathna, K. Rahman, R. Mulye, T. Fry

{"title":"Chapter 9 Profitability in Rural Bottom of the Pyramid (BoP) Markets from a Business Perspective: Evidence from Sri Lanka","authors":"W. Jayawickramarathna, K. Rahman, R. Mulye, T. Fry","doi":"10.1108/978-1-78714-555-920181010","DOIUrl":"https://doi.org/10.1108/978-1-78714-555-920181010","url":null,"abstract":"Abstract \u0000The market-based approach to catering for the poor mainly focusses on companies making profits while helping the poor enhance their lives. This concept presented the possibility of there being a ‘fortune’ to make at the Bottom of the Pyramid (BoP) market that was an opportunity for both businesses and consumers. The notion of the BoP market has been widely studied using urban and rural contexts as distinct classifications; yet many argue that the opportunity does not in fact exist in the rural BoP markets. In this chapter the authors examine the prospects in the rural BoP in Sri Lanka through a qualitative study using insights provided by industry practitioners who operate at the BoP level. Findings show that a large percentage of the income of multinational companies is derived from rural BoP markets. Compared to the urban sector, the rural BoP market indicates relatively higher disposable income and is viewed as an attractive market segment by industry practitioners. The findings also show that rural BoP people have more resources and skills than their urban counterparts, although the former commonly have lower levels of education. Moreover, the youth segment in both the urban and rural BoP markets was found to heavily consume social media. The authors conclude their discussion by providing several key proposals for organisations looking to seize opportunities in this market.","PeriodicalId":213722,"journal":{"name":"Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets","volume":"106 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131994797","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Chapter 4 Beyond the BoP: A Look into Alternative Domain 第4章:超越防喷器:另类领域的展望

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181005

A. Khare

引用次数: 1

Chapter 3 A Qualitative Study on the Survival Strategies of Retailers in BoP Markets 第三章:BoP市场中零售商生存策略的定性研究

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets Pub Date : 2018-11-19 DOI: 10.1108/978-1-78714-555-920181004

D. Sarkar, K. Kundu, Himadri Roy Chaudhuri

{"title":"Chapter 3 A Qualitative Study on the Survival Strategies of Retailers in BoP Markets","authors":"D. Sarkar, K. Kundu, Himadri Roy Chaudhuri","doi":"10.1108/978-1-78714-555-920181004","DOIUrl":"https://doi.org/10.1108/978-1-78714-555-920181004","url":null,"abstract":"Abstract \u0000The present study is aimed at understanding the survival strategies of Subsistence-type Rural Independent retailers, henceforth called SRIs, in the Bottom-of-the-Pyramid (BoP) markets of developing economies through a qualitative study. SRIs constitute a pivotal channel of distribution of goods to BoP consumers living in the rural areas of developing economies. A process of long interviews was chosen for data gathering to allow SRIs to go into details to allow them to expound upon their beliefs, life-situations, and societal norms. Narratives were collected verbatim from SRIs. The concept of socio-economic embeddedness is used as the central concept to interpret and connect the elements, discerned from the narratives, into a conceptual framework. The aforesaid theory combines the neo-classical economic concept of utility maximization with behavioral economics and economic sociology. The analysis of the narratives is interpretive against the identified elements of the concept of economic embeddedness. The survival strategies of SRIs seem to stem from sociological, psychological, and utility-maximizing behaviors. The elements of SRIs’ responses to its environment provide valuable insights into their purchase motivations.","PeriodicalId":213722,"journal":{"name":"Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134351599","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0