Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market

Authors :: Rahman, Mizan
Hasan, Md Rajibul
Floyd, David
Rahman, Mizan
Hasan, Md Rajibul
Floyd, David
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.

Database :: OAIster
Notes :: text, Rahman, Mizan and Hasan, Md Rajibul and Floyd, David (2013) Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market. Strategic Change, 22 (3-4). pp. 225-239. ISSN 10861718, English
Publication Type :: Electronic Resource
Accession number :: edsoai.on1334512428
Document Type :: Electronic Resource

Tools