Purpose – The paper aims to analyse bottom of the pyramid (BoP) customers’ (e.g. Bangladeshi farmers) use and appropriation of mobile telephony and to critically identify a suitable research strategy for such investigation. Design/methodology/approach – Concentrated ethnographic immersion...

Robin Wensley explores all the basic analytical approaches required to inform a sound analytical approach to practical issues in the management of human organisations. Readers will gain crucial insight into the link between managerial theory and the key practical features of managerial...

The underlying managerial rationale for segmenting markets is well established, with the marketing literature citing a range of benefits for businesses adopting a segmentation approach. Yet organisations frequently encounter difficulties in implementing segmentation principles. Even in the...

Much of the discussion about the relationship between marketing academe and practice assumes that there is a wide, and indeed sometimes widening, gap between these two domains which is itself fraught with problems. In marketing, as in the wider field of management, this leads to prescriptions...