Marketing to Bottom-of-the-Pyramid Consumers in an Emerging Market: The Responses of Mainstream Consumers
Many companies are now targeting the sizeable segment of consumers in Bottom-of-the-pyramid (BoP) markets with new products to specifically address their needs. As mainstream consumers become aware of these initiatives, their views on what products may be construed as appropriate for BoP marketplace...
| Subtitles: | "Special Issue on Ethical Consumerism in Emerging Markets: Opportunities and Challenges" |
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| Authors: | ; ; ; |
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer
2024
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| In: |
Journal of business ethics
Year: 2024, Volume: 191, Issue: 4, Pages: 739-755 |
| Further subjects: | B
Bottom-of-the-pyramid consumers
B Permissible consumption B Attitude towards companies |
| Online Access: |
Volltext (lizenzpflichtig) |