TY - JOUR
T1 - Co-creation of value at the bottom of the pyramid: analysing Bangladeshi farmers' use of mobile telephony.
AU - Dey, Bidit
AU - Pandit, Ameet
AU - Saren, Mike
AU - Bhowmick, Sanjay
AU - Woodruffe-Burton, Helen
PY - 2016/3/1
Y1 - 2016/3/1
N2 - 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.
AB - 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.
KW - Value co-creation
KW - BoP marketing
KW - Consumer dominant logic
KW - Mobile telephony
KW - Ethnography
UR - http://www.scopus.com/inward/record.url?scp=84951320812&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84951320812&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/00c77ae6-005d-33e9-8788-6dfa68c8e78a/
U2 - 10.1016/j.jretconser.2015.10.009
DO - 10.1016/j.jretconser.2015.10.009
M3 - Article (journal)
SN - 0969-6989
VL - 29
SP - 40
EP - 48
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -
