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Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities
Chikweche, Tendai; Fletcher, Richard - In: The journal of consumer marketing 29 (2012) 7, pp. 507-521
Persistent link: https://www.econbiz.de/10010036857
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Franchising at the Bottom of the Pyramid (BOP): an alternative distribution approach
Chikweche, Tendai; Fletcher, Richard - In: The international review of retail, distribution and … 21 (2011) 4, pp. 343-361
Persistent link: https://www.econbiz.de/10009289204
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Branding at the base of pyramid: a Zimbabwean perspective
Chikweche, Tendai; Fletcher, Richard - In: Marketing intelligence & planning 29 (2011) 3, pp. 247-264
Persistent link: https://www.econbiz.de/10009014537
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Researching the marginalised bottom of the pyramid in Africa : lessons and prospects for inclusive, relevant practices
Chikweche, Tendai; Lappeman, James; Egan, Paul - In: International journal of market research 65 (2023) 5, pp. 597-621
Persistent link: https://www.econbiz.de/10014368517
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The influence of ethnic identity on consumer behavior : Filipino and Lao consumers in Australia
Intharacks, Jamealla; Chikweche, Tendai; Stanton, John - In: Journal of international consumer marketing 35 (2023) 1, pp. 63-78
Persistent link: https://www.econbiz.de/10014321452
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Innovative new product adoption of renewable energy mobility products at the bottom of the pyramid the case of Hamba, an integrated community-driven solution
Chikweche, Tendai; Bloemen, Shantha; Mwenye, Dorah - In: Journal of international consumer marketing 35 (2023) 2, pp. 194-214
Persistent link: https://www.econbiz.de/10014321466
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Marketing financial services in Africa : exploring the heterogeneous middle-class consumer across nine countries
Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of financial services marketing 29 (2024) 1, pp. 1-16
Persistent link: https://www.econbiz.de/10014479191
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A conceptual framework for an integrated one-stop portal to support indigenous small business enterprises : setting foundations for/enhanced policy use, financial inclusion and net...
Chikweche, Tendai; Garlin, Francine; Khan, Aila; Lwin, … - In: Small and Medium-sized Enterprises, and Business …, (pp. 37-54). 2023
Persistent link: https://www.econbiz.de/10014437992
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SME sentiments, access to government support, and resilience during a pandemic
Chikweche, Tendai; Evangelista, Anna; Cull, Michelle; … - In: Small and Medium-sized Enterprises, and Business …, (pp. 89-111). 2023
Persistent link: https://www.econbiz.de/10014437998
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Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations
Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of international consumer marketing 34 (2022) 5, pp. 517-536
Persistent link: https://www.econbiz.de/10013465894