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Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market.
- Source :
- Strategic Change; May2013, Vol. 22 Issue 3/4, p225-239, 15p, 2 Diagrams, 9 Charts
- Publication Year :
- 2013
-
Abstract
- 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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 10861718
- Volume :
- 22
- Issue :
- 3/4
- Database :
- Complementary Index
- Journal :
- Strategic Change
- Publication Type :
- Academic Journal
- Accession number :
- 87671701
- Full Text :
- https://doi.org/10.1002/jsc.1935