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Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities
13 references·16 citing·37 second hop
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this work references cited by second hop

References

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  • 2010The fortune at the bottom of the pyramid2,366 cited
  • 2004Reinventing strategies for emerging markets: beyond the transnational model1,438 cited
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  • 2003Personal Networking in Russia and China:409 cited
  • 1990Managing in developing countries: strategic analysis and operating techniques202 cited
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  • 2007Business Solutions for the Global Poor: Creating Social and Economic Value187 cited
  • 2006Sustainability marketing for the poorest of the poor128 cited
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Cited by

  • 2020Aspirational consumption at the bottom of pyramid: A review of literature and future research directions122 cited
  • 2016Cocreation at the Base of the Pyramid71 cited

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

  • 2019Understanding the feasibility and value of grassroots innovation69 cited
  • 2020Rethinking the bottom of the pyramid: Towards a new marketing mix61 cited
  • 2020The internationalization of African fintech firms: marketing strategies for successful intra-Africa expansion54 cited
  • 2019Retailer selection compulsion in the subsistence markets44 cited
  • 2015Africa is just like every other place, in that it is unlike any other place38 cited
  • 2018Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties37 cited
  • 2017Overcoming Institutional Voids in Subsistence Marketplaces27 cited
  • 2015An analysis of the green response of consumers to the environmentally friendly behaviour of corporations27 cited
  • 2020Touching the invisible: Exploring the nexus of energy access, entrepreneurship, and solar homes systems in India25 cited
  • 2021Base of the pyramid producers’ constraints: An integrated review and research agenda25 cited
  • 2019Rethinking share-of-wallet at the bottom of the pyramid: using financial diaries to observe monthly category trade-offs24 cited
  • 2021Triggers of aspirational consumption at the base of the Pyramid: a qualitative inquiry from Indian context23 cited
  • 2018Empirical Study of Heterogeneous Behavior at the Base of the Pyramid: The Influence of Demographic and Psychographic Factors23 cited
  • 2023Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context23 cited