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Marketing strategies at the bottom of the pyramid : examples from Nestlé, Danone, and Procter & Gamble

Payaud, Marielle A. - In: Global business and organizational excellence : a … 33 (2013/14) 2, pp. 51-63

Persistent link: https://www.econbiz.de/10010346549

The launch of a local spice brand : Fortune at the bottom of the pyramid

Bukhari, Faheem; Hussain, Saima; Rashidi, Muhammad Zaki; … - In: Asian journal of management cases 21 (2024) 2, pp. 183-192

Persistent link: https://www.econbiz.de/10015149422

What are bottom of the pyramid markets and why do they matter?

Mason, Katy; Chakrabarti, Ronika; Singh, Ramendra - In: Marketing theory 13 (2013) 3, pp. 401-404

Persistent link: https://www.econbiz.de/10009790625

Serving the world's poor: innovation at the base of the economic pyramid

Anderson, Jamie; Billou, Niels - In: Journal of business strategy 28 (2007) 2, pp. 14-21

Persistent link: https://www.econbiz.de/10003486928

Strategic innovation at the base of the pyramid

Anderson, Jamie; Markides, Costas - In: MIT sloan management review 49 (2007/08) 1, pp. 83-88

Persistent link: https://www.econbiz.de/10003557933

Markets and marketing at the bottom of the pyramid

Mason, Katy; Chakrabarti, Ronika; Singh, Ramendra - In: Marketing theory 17 (2017) 3, pp. 261-270

Persistent link: https://www.econbiz.de/10011824973

Rethinking the bottom of the pyramid : towards a new marketing mix

Purohit, Sonal; Paul, Justin; Mishra, Rikee - In: Journal of retailing and consumer services 58 (2021), pp. 1-14

Persistent link: https://www.econbiz.de/10012430641

Der Reichtum der Dritten Welt : Armut bekämpfen, Wohlstand fördern, Würde bewahren

Prahalad, Coimbatore K. - 2006 - 1. Aufl.

Rez.: Kernbegriff dieses Leitfadens für eine neue Art von Globalisierung ist "Bottom of the Pyramid (BOP)", das sind "die 4 Milliarden Menschen, die von weniger als 2 US-Dollar am Tag leben". Kerngedanke ist, in den Entwicklungsländern neben dem Staat und neben den Hilfsorganisationen und...

Persistent link: https://www.econbiz.de/10002850932

Revisiting the debate over the bottom of the pyramid market

Agnihotri, Arpita - In: Journal of macromarketing : examining the interactions … 32 (2012) 4, pp. 417-423

Persistent link: https://www.econbiz.de/10009692952

Strategic challenges for the base of the pyramid

Vermeulen, P. A. M. (contributor); Hütte, Edgar (contributor) - 2014

Persistent link: https://www.econbiz.de/10010419191