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Title: Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony
Authors: Dey, BL
Pandit, A
Saren, M
Bhowmick, S
Woodruffe-Burton, H
Keywords: Vlaue co-creation;BoP marketing;consumer dominant logic;Mobile telephony;Ethnography
Issue Date: 2015
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.
ISSN: 0969-6989
Appears in Collections:Brunel Business School Research Papers

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