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International Journal of Business and Emerging Markets

2014 Vol. 6 No. 4

Special Issue on Marketing to the Bottom of the Pyramid: Key Challenges and the Way Ahead

Guest Editor: Dr. Ramendra Singh

 

Editorial
PagesTitle and authors
286-297Defining a base of the pyramid strategy
Nancy E. Landrum
DOI: 10.1504/IJBEM.2014.065582

298-315Implications of transaction cost on the consumer choice heuristics: a grounded theory analysis at the Indian bottom of the pyramid
Srabanti Mukherjee; Debdatta Pal
DOI: 10.1504/IJBEM.2014.065552

316-339An exploratory study of counterfeit purchases among rural bottom of pyramid customers in India
Rajeev Kumra; Anjali Malik
DOI: 10.1504/IJBEM.2014.065562

340-355Winning poor consumers in Africa: best-practices from mobile network operators
Wolfgang Albeck; Steffen Huth; Marco Braun
DOI: 10.1504/IJBEM.2014.065561

356-370Creative consumers in impoverished situations
Stefanie Beninger; Karen Robson
DOI: 10.1504/IJBEM.2014.065574

371-394Prioritisation of barriers to rural markets: integrating fuzzy logic and AHP
Anita Sengar; Vinay Sharma; Rajat Agrawal; Kumkum Bharti
DOI: 10.1504/IJBEM.2014.065584