Creating Product Visibility to the Bottom of the Pyramid: Integration of Marketing Mix and Human Value Ecosystem Approach
Journal Title: UNKNOWN - Year 2015, Vol 3, Issue 1
Abstract
Emerging markets and the global dynamics growth attract the exploration of business opportunity to the bottom of the pyramid. The economic development derived to the reshaping of the business activities and this is becomes very obvious especially in Asia and South American. The Bottom of the Pyramid customer has been neglected and overlooked by the industries. This paper aims to under-stand in-depth the principle and practical realities on ways to market to the bottom of the pyramid. Theoretical essay was conducted using the literature in relation to 4A marketing mix and mainly The Triumvirate Human Values Ecosystem Framework. The discussion indicates the characteristics, the misperception and opportunity of Bottom of the Pyramid market is focused. Theoretical framework for Bottom of the Pyramid marketing are developed which includes the principle, the scope and the challenges. Application of The Triumvirate Human Values Ecosystem Framework is presented through case study.
Authors and Affiliations
Leow Chee Seng, Leong Wing Sum, Mohd Shukor Mahfar
Keywords
Related Articles
- EP ID EP322947
- DOI -
- Views 70
- Downloads 0
An Investigation into the Impact of E-Customs on Stretching Strategic Thinking
Challenges facing the customs organization continuously change its management system in different countries and customs managers face a large number of challenges. Globalization tendencies, in-creased technological devel...
Analyzing the Relationship between Economic Prosperity, Law and Democracy
In line with economic prosperity and its spread to the society, it is essential that the economy complement each other with law and democracy. In this study, the development levels of countries and the relationship betwe...
Identification and Analysis of Entrepreneurial Strategies preserving Schumpeterian Rent
Purpose- As any increase in the price of resources and any imitation by competitors decrease entre-preneurial rent, the entrepreneurs should use some kind of strategies to preserve this rent. We used resource based view...
Individual Entrepreneurial Orientation Impact on Entrepreneurial Intention: Intervening Effect of PBC and Subjective Norm
This study focuses on the intervention of attitude towards entrepreneurship, participation in entrepreneurial education, perceived behavioral control (PBC) and subjective norm on the relationship be-tween students’ grade...
Impact of liquidity and Management Efficiency on profitability: An Empirical Study of Selected Power Distribution Utilities in India
This study investigated the impact of liquidity and management efficiency on profitability of select power distribution utilities in India. The study consist a sample of 23 power distribution utilities operating in India...