Prahalad’s market approach impacting brand loyalty in base of the pyramid Philippines

Bates, Marvin O.; Buckles, Tom A.

doi:10.24052/jbrmr/v12is02/pmaiblibotpp

Cited by 2 publications

(1 citation statement)

References 13 publications

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“…The second generation of research on the BOP market laid emphasis on developing market strategies (Weiser, 2007; Fowler and Hope, 2007; Subrahmanyan and Arias, 2008; Bang and Joshi, 2008; Tracey and Phillips, 2011), building value-based partnerships (Mendoza and Thelen, 2008; Aleman and Sandilands, 2008; Webb et al , 2010; Dahan et al , 2010), innovation (Jaiswal, 2008; Santos et al , 2009; Simanis and Hart, 2011), marketing and market entry strategies (Nielsen and Samia, 2008; Ireland, 2008; Chelekis and Mudambi, 2010) and consumer behaviour (Jaiswal and Gupta, 2015; Singh et al , 2015; Sinha et al , 2017). Literature suggests that, in the recent past, research has been directed towards creating service ecosystems (Ben Letaifa and Reynoso, 2015), business models (Goyal et al , 2015, 2016; Angot and Ple, 2015; Gebauer et al , 2017; Devang et al , 2017), branding strategy (Sinha et al , 2017; Bates and Buckles, 2018) and product adoption (Hasan et al , 2017; Nakata and Weidner, 2012).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Developing a marketing framework for the bottom of the pyramid consumers

Mathur

Mehta

Swami

2020

JAMR

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PurposeThis paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets.Design/methodology/approachThe study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights.FindingsThe findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale.Practical implicationsThe proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market.Originality/valueThe paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.

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