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
N1 - Published online first 21st November 2015.
PY - 2016/3
Y1 - 2016/3
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 model 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 model for the co-creation of value and contributes to the current understanding of BoP market
dynamics.
U2 - 10.1016/j.jretconser.2015.10.009
DO - 10.1016/j.jretconser.2015.10.009
M3 - Article
SN - 0969-6989
VL - 29
SP - 40
EP - 48
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -