z-logo
Premium
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.

This content is not available in your region!

Continue researching here.

Having issues? You can contact us here