Previous studies with regard to brand adoption by retailers have focussed on large retailers who are approached directly by the brands. There is a lack of studies on how BoP retailers adopt brands who sell to a very different set of customers and are served indirectly through long indirect...

Purpose The purpose of this paper is to develop a framework to understand how bottom of the pyramid (BoP) retailers adopt brands who sell to a very different set of customers and are served through long indirect channels. Design/methodology/approach In this study, 60 retailers belonging to...