Marketing to the Bottom of the Pyramid and subsistence markets – A research agenda

Marketing to the Bottom of the Pyramid and subsistence markets – A research agenda

The concepts of Bottom of the Pyramid (BOP) and subsistence markets have attracted substantial academic and managerial attention in recent years. The BOP thesis states that there are opportunities for multinational companies to achieve significant revenues and profitability by designing and implemen...

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Bibliographic Details
Main Author: Avinash G. Mulky
Format: Article
Language:English
Published: Mendel University Press 2011-01-01
Series:Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
Subjects:
marketing
bottom of the pyramid
subsistence markets
poor consumers
literature review
­marketing research agenda
Online Access:https://acta.mendelu.cz/59/2/0009/

Internet

https://acta.mendelu.cz/59/2/0009/

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