Why include the BOP in your international marketing strategy
Abstract
Purpose The purpose of this paper is to test the premise that brand growth can come from targeting the poorest consumers at the bottom of the economic pyramid (BOP). This study is the first that uses quantitative marketplace data covering BOP consumer purchase records. Design/methodology/approach The study uses newly available panel data from Egypt covering 15 months and 35 categories of frequently bought consumer goods. Brand penetration rates...
Paper Details
Title
Why include the BOP in your international marketing strategy
Published Date
Nov 13, 2019
Volume
37
Issue
1
Pages
76 - 97
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