Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1138
Full metadata record
DC FieldValueLanguage
dc.contributor.authorMathur, Mahima
dc.contributor.authorMehta, Ritu
dc.contributor.authorSwami, Sanjeev N.
dc.date.accessioned2021-08-26T06:04:03Z-
dc.date.available2021-08-26T06:04:03Z-
dc.date.issued2020
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85084201065&doi=10.1108%2fJAMR-01-2020-0015&partnerID=40&md5=09a60c01c83df4331f176d919213b252
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/1138-
dc.descriptionMahima Mathur, Prin LN Welingkar Institute of Management Development and ResearchMumbai, India; Ritu Mehta, Indian Institute of Management CalcuttaKolkata, India; Sanjeev N. Swami, Faculty of Social Sciences, Dayalbagh Educational InstituteAgra, India
dc.descriptionISSN/ISBN - 9727981
dc.descriptionpp.455-471
dc.descriptionDOI - 10.1108/JAMR-01-2020-0015
dc.description.abstractPurpose: This paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets. Design/methodology/approach: The study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights. Findings: The findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale. Practical implications: The proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market. Originality/value: The paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.
dc.publisherSCOPUS
dc.publisherJournal of Advances in Management Research
dc.publisherEmerald Group Publishing Ltd.
dc.relation.ispartofseries17(3)
dc.subjectBOP
dc.subjectBottom of the pyramid
dc.subjectBusiness model
dc.subjectMarketing framework
dc.titleDeveloping a marketing framework for the bottom of the pyramid consumers
dc.typeArticle
Appears in Collections:Marketing

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.