Please use this identifier to cite or link to this item:
|Title:||Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony|
|Keywords:||Vlaue co-creation;BoP marketing;consumer dominant logic;Mobile telephony;Ethnography|
|Citation:||Journal of Retailing and Consumer Services, 29, (2): pp. 40 - 48, (2015)|
|Abstract:||Existing literature offers scant evidence of how BoP (bottom of the pyramid) consumers with limited product knowledge and interaction with product designers and marketers can co-create value. The current paper addresses this issue by analysing Bangladeshi farmers’ use of mobile telephony. The findings suggest the value-in-use is facilitated or inhibited by product features, socio-economic practices, individuals’ capabilities and the appropriation of mobile telephony. The paper demonstrates how BoP customers can co-create value with or without direct support from marketers and offers a theoretical framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.|
|Appears in Collections:||Brunel Business School Research Papers|
Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.