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 framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.
- Value co-creation
- BoP marketing
- Consumer dominant logic
- Mobile telephony
Dey, B., Pandit, A., Saren, M., Bhowmick, S., & Woodruffe-Burton, H. (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, 40-48. https://doi.org/10.1016/j.jretconser.2015.10.009