Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market

被引：23

作者：

Rahman, Mizan ^{[1
]}

Hasan, Md Rajibul ^{[2
]}

Floyd, David ^{[3
]}

机构：

[1] Univ Lincoln, Mkt, Lincoln, England

[2] Univ Kent, Kent Business Sch, Canterbury, Kent, England

[3] Univ Lincoln, Int Business, Lincoln, England

来源：

STRATEGIC CHANGE-BRIEFINGS IN ENTREPRENEURIAL FINANCE | 2013年 / 22卷 / 3-4期

关键词：

D O I：

10.1002/jsc.1935

中图分类号：

F8 [财政、金融];

学科分类号：

0202 ;

摘要：

A brand-oriented organization needs to consider the macro-environmental constraints in the "bottom of the pyramid" market. Brand orientation significantly influences the "relative advantage" attribute of an innovation. Our findings have strategic implications for multinational corporations designing or selling products to the millions of poor people living in developing countries.

引用

页码：225 / 239

页数：15

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