Bharti, Kumkum; Agrawal, Rajat; Sharma, Vinay - In: Marketing Intelligence & Planning 32 (2014) 4, pp. 413-435
Purpose – The purpose of this paper is to explore the drivers of customer participation for value co-creation among bottom of the pyramid (BOP) customers. In addition, the difference, if exists, between the perception of customer and marketers belongs to this segment about the drivers of...