Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties
Year of publication: |
2019
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Authors: | Getnet, Hailu ; O'Cass, Aron ; Ahmadi, Hormoz ; Siahtiri, Vida |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 83.2019, p. 70-80
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Subject: | Bottom of the pyramid | Bricolage | Innovation | Marketing capabilities | Value | Kundenwert | Customer value | Geschäftsmodell | Business model | Niedrigeinkommen | Low income | Entwicklungsländer | Developing countries | Zielgruppe | Target group | Soziale Beziehungen | Social relations | Marketing | Produktentwicklung | New product development |
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