Purpose – The purpose of this paper is to examine the reasons for firms’ continued presence in a difficult bottom of pyramid (BOP) environment, outlining the challenges of establishing a market orientation and required key strategic marketing requirements for effective engagement of this...

Purpose The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product. It then examines whether appreciation of the product’s aesthetics influences their...

Purpose – The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs used to manage brands at the BOP. Design/methodology/approach – Qualitative data collection methods...