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

Bidit Dey, Ameet Pandit, Mike Saren, Sanjay Bhowmick, Helen Woodruffe-Burton

Research output: Contribution to journalArticle

27 Citations (Scopus)
72 Downloads (Pure)

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 framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.
Original languageEnglish
Pages (from-to)40-48
Number of pages9
JournalJournal of Retailing and Consumer Services
Volume29
Early online date21 Nov 2015
DOIs
Publication statusPublished - 1 Mar 2016

Keywords

  • Value co-creation
  • BoP marketing
  • Consumer dominant logic
  • Mobile telephony
  • Ethnography

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