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Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market
Author(s) -
Rahman Mizan,
Hasan Md Rajibul,
Floyd David
Publication year - 2013
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.1935
Subject(s) - bottom of the pyramid , pyramid (geometry) , business , market orientation , industrial organization , marketing , orientation (vector space) , top down and bottom up design , computer science , mathematics , geometry , software engineering
If brand orientation is used as a strategy ensuring the “relative advantage” attribute of an innovation in the “bottom of the pyramid” market, it may influence the adoption of an innovation in the developing and emerging economies.