Co-creation of value at the bottom of the pyramid: analysing Bangladeshi farmers' use of mobile telephony

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
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