The launch of a local spice brand : Fortune at the bottom of the pyramid
Faheem Bukhari, Saima Hussain, Muhammad Zaki Rashidi and Sara Khurram
| Year of publication: |
2024
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|---|---|
| Authors: | Bukhari, Faheem ; Hussain, Saima ; Rashidi, Muhammad Zaki ; Khurram, Sara |
| Published in: |
Asian journal of management cases. - London : Sage Publ., ISSN 0973-0621, ZDB-ID 2211863-9. - Vol. 21.2024, 2, p. 183-192
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| Subject: | Bottom of the pyramid | consumer behaviour | marketing strategy | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Entwicklungsländer | Developing countries | Zielgruppe | Target group | Indien | India | Markenführung | Brand management | Niedrigeinkommen | Low income | Armutsbekämpfung | Poverty reduction | Multinationales Unternehmen | Transnational corporation | Internationales Marketing | International marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/09728201211043168 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015149422