- Title
- Co-creation of value at the bottom of the pyramid: analysing Bangladeshi farmers' use of mobile telephony
- Creator
- Lal Dey, Bidit; Pandit, Ameet; Saren , Mike; Bhowmick , Sanjay; Woodruffe-Burton, Helen
- Relation
- Journal of Consumer and Retailing Services Vol. 29, Issue March, p. 40-48
- Publisher Link
- http://dx.doi.org/10.1016/j.jretconser.2015.10.009
- Publisher
- Elsevier
- Resource Type
- journal article
- Date
- 2016
- Description
- 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.
- Subject
- value co-creation; BoP marketing; consumer dominantlogic; mobile telephony; ethnography
- Identifier
- http://hdl.handle.net/1959.13/1329343
- Identifier
- uon:26134
- Identifier
- ISSN:0969-6989
- Language
- eng
- Reviewed
- Hits: 2423
- Visitors: 2540
- Downloads: 1
Thumbnail | File | Description | Size | Format |
---|