Williams, Robert L.; Omar, Maktoba; Rajadhyaksha, Ujvala - In: Interdisciplinary approaches to product design, …, (pp. 267-279). 2012
Addressing potential markets in emerging countries is an important development in international marketing, and over the last decade research has been energized by the model of the Bottom of the Pyramid (BOP). More recently the focus has shifted away from defining the BOP potential in terms of...
