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Marketing to the “middle of the pyramid” in emerging markets using a social network perspective
16 references·8 citing·43 second hop
Marketing to the “middle of the pyramid” in emerging markets using a social network perspective (2014)Marketing to the “middle of the pyramid” …World Development indicators (2015)World Development indicatorsImpact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices (2011)Impact of Emerging Markets on…The fortune at the bottom of the pyramid (2010)The fortune at the bottom of …Africa rising: how 900 million African consumers offer more than you think (2009)Africa rising: how 900 millio…Marketing in Subsistence Marketplaces (2008)Marketing in Subsistence Mark…Voices Unheard: The Psychology of Consumption in Poverty and Development (2006)Voices Unheard: The Psycholog…Assessing the impact of culture on relationship creation and network formation in emerging Asian markets (2006)Assessing the impact of cultu…Personal Networking in Russia and China: (2003)Personal Networking in Russia…A Noncooperative Model of Network Formation (2003)A Noncooperative Model of Net…Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations (2002)Culture's Consequences: Compa…Building Brand Community (2002)Building Brand CommunityBrand Community (2001)Brand CommunityBirds of a Feather: Homophily in Social Networks (2001)Birds of a Feather: Homophily…A Noncooperative Model of Network Formation (2000)A Noncooperative Model of Net…Riding the waves of culture : understanding cultural diversity in global business (1998)Riding the waves of culture :…Riding the waves of culture: understanding diversity in global business (1994)Riding the waves of culture: …Can frugal innovations trigger corporate innovation? The dockless bike-sharing services experience in China (2025)Can frugal innovations trigge…Work-related social media use and employee-related outcomes: a moderated mediation model (2022)Work-related social media use…International Journal of Emerging Markets: a bibliometric review 2006–2020 (2022)International Journal of Emer…Innovative New Product Adoption of Renewable Energy Mobility Products at the Bottom of the Pyramid The Case of Hamba, an Integrated Community-Driven Solution (2022)Innovative New Product Adopti…Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First? (2019)Consumption of Bottled Water …Networking and new venture’s performance: mediating role of competitive advantage (2018)Networking and new venture’s …Online banking adoption at the bottom of the pyramid: a survey of Chinese migrant workers (2017)Online banking adoption at th…Testing three materialism life-course theories in South Africa (2015)Testing three materialism lif…A resource‐based view of the firm (1984)Serving the world's poor, profitably. 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A Native's Point of View on a Decade of Paradigm Wars (1996)A Cross-Cultural Study on Escalation of Commitment Behavior in Software Projects1 (2000)A quarter century of Culture's Consequences: a review of empirical research incorporating Hofstede's cultural values framework (2006)Misery Loves Companies: Rethinking Social Initiatives by Business (2003)“Implicit” and “Explicit” CSR: A Conceptual Framework for a Comparative Understanding of Corporate Social Responsibility (2008)The Business Model: Recent Developments and Future Research (2011)Upper Echelons Theory: An Update (2007)The weirdest people in the world? (2010)Dimensionalizing Cultures: The Hofstede Model in Context (2011)
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References

  • 2002Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations21,666 cited
  • 2001Birds of a Feather: Homophily in Social Networks18,551 cited
  • 2015World Development indicators6,707 cited
  • 2001Brand Community3,994 cited
  • 2002Building Brand Community2,654 cited
  • 2010The fortune at the bottom of the pyramid2,366 cited
  • 1994Riding the waves of culture: understanding diversity in global business1,993 cited
  • 2000A Noncooperative Model of Network Formation1,079 cited
  • 2011Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices1,074 cited
  • 2003A Noncooperative Model of Network Formation909 cited
  • 1998Riding the waves of culture : understanding cultural diversity in global business804 cited
  • 2003Personal Networking in Russia and China:409 cited
  • 2006Voices Unheard: The Psychology of Consumption in Poverty and Development181 cited
  • 2009Africa rising: how 900 million African consumers offer more than you think164 cited
  • 2006Assessing the impact of culture on relationship creation and network formation in emerging Asian markets141 cited

Only edges whose both ends are imported exist here. Widen the year window, or show the whole map. Back to the work

  • 2008Marketing in Subsistence Marketplaces48 cited
  • Cited by

    • 2018Networking and new venture’s performance: mediating role of competitive advantage115 cited
    • 2022Work-related social media use and employee-related outcomes: a moderated mediation model61 cited
    • 2022International Journal of Emerging Markets: a bibliometric review 2006–202022 cited
    • 2019Consumption of Bottled Water at the Bottom of the Pyramid: Who Purchases First?19 cited
    • 2017Online banking adoption at the bottom of the pyramid: a survey of Chinese migrant workers19 cited
    • 2015Testing three materialism life-course theories in South Africa19 cited
    • 2022Innovative New Product Adoption of Renewable Energy Mobility Products at the Bottom of the Pyramid The Case of Hamba, an Integrated Community-Driven Solution3 cited
    • 2025Can frugal innovations trigger corporate innovation? The dockless bike-sharing services experience in China1 cited