Co-creation of value at the bottom of the pyramid: analysing Bangladeshi farmers' use of mobile telephony

Dey, Bidit, Pandit, Ameet, Saren, Mike, Bhowmick, Sanjay and Woodruffe-Burton, Helen (2016) Co-creation of value at the bottom of the pyramid: analysing Bangladeshi farmers' use of mobile telephony. Journal of Retailing and Consumer Services, 29. pp. 40-48. ISSN 0969-6989

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Official URL: http://dx.doi.org/10.1016/j.jretconser.2015.10.009

Abstract

Existing literature offers scant evidence of how BoP (bottom of the pyramid) consumers with limited product knowledge and interaction with product designers and marketers can co-create value. The current paper addresses this issue by analysing Bangladeshi farmers' use of mobile telephony. The findings suggest the value-in-use is facilitated or inhibited by product features, socio-economic practices, individuals' capabilities and the appropriation of mobile telephony. The paper demonstrates how BoP customers can co-create value with or without direct support from marketers and offers a theoretical model for the co-creation of value and contributes to the current understanding of BoP market
dynamics.

Item Type: Article
Additional Information: Published online first 21st November 2015.
Subjects: N100 Business studies
N200 Management studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Sanjay Bhowmick
Date Deposited: 23 Nov 2015 11:06
Last Modified: 23 Nov 2015 11:06
URI: http://nrl.northumbria.ac.uk/id/eprint/24656

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