Cited by

• 2020How do Environmental, Social and Governance Initiatives Affect Innovative Performance for Corporate Sustainability?98 cited
• 2020The phenomenon of purchasing second-hand products by the BOP consumers91 cited
• 2017The determinants of franchise brand loyalty in B2B markets: An emerging market perspective55 cited
• 2015Sustainability Innovation at the Base of the Pyramid through Multi‐Sited Rapid Ethnography45 cited
• 2021Investigating inclusive entrepreneurial ecosystem through the lens of bottom of the pyramid (BOP) theory: case study of Taobao village in China43 cited
• 2020Bottoms up: Delivering sustainable value in the base of the pyramid37 cited
• 2021How Foreign and Domestic Firms Differ in Leveraging IT-Enabled Supply Chain Information Integration in BOP Markets: The Role of Supplier and Client Business Collaboration33 cited
• 2022Examining the relationship between corporate social responsibility, corporate reputation and brand equity in Indian banking industry31 cited
• 2020Developing a marketing framework for the bottom of the pyramid consumers24 cited
• 2016Critical Success Factors for Smallholder Inclusion in High Value-Adding Supply Chains by Food & Agribusiness Multinational Enterprise24 cited
• 2022Marketing at the bottom of the pyramid: Literature review and future research agenda21 cited
• 2022Base of the pyramid orientation, imitation orientation and new product performance in an emerging market20 cited
• 2021A Qualitative Investigation of Shopping Behavior of Customers at Bottom of the Pyramid20 cited
• 2019Cross‐functional Management and Base‐of‐Pyramid Issues in Logistics and Supply Chain Management19 cited
• 2021Segmenting the Bottom of the Pyramid Consumers: Theoretical Approach14 cited
• 2018A Historical Review of Local Intermediaries in Impoverished Contexts13 cited