Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market

Rahman, Mizan and Hasan, Md. Rajibul and Floyd, David (2013) Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market. Strategic Change, 22 (3/4). pp. 225-239. ISSN 1086-1718

Full content URL: http://dx.doi.org/10.1002/jsc.1935

Full text not available from this repository.

Item Type:Article
Item Status:Live Archive

Abstract

This paper considers the Community Information Centre (CIC) of Grameenphone (name of Norwegian Telenor in Bangladesh) as a case study to investigate how brand orientation as a strategy of Grameenphone influences the adoption of an innovation like CIC in the Bottom of the Pyramid (BOP) market in Bangladesh. From the findings of quantitative research (factor, regression and correlation analyses), it is found that brand orientation significantly influences the ‘relative advantage’ attribute of an innovation like CIC in the BOP market. This has strategic implications for multinational corporations designing or selling products to the millions of poor people in developing and emerging economies.

Additional Information:Special Issue: New Entrepreneurial Models
Keywords:BOP, Brand Orientation, Innovation Adoption
Subjects:N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N550 International Marketing
N Business and Administrative studies > N211 Strategic Management
Divisions:Lincoln International Business School
ID Code:8484
Deposited On:28 Mar 2013 15:01

Repository Staff Only: item control page