Conceptualisation of community marketing as collaborative entry mode in developing economies with special focus on Mobile Financial Services

Abstract

Developing countries in Asia and Africa represent large untapped markets at Bottom of the Pyramid which is not serviced by conventional products using traditional marketing channels. Organisations are increasing looking at involving local community and broad range of partners called ‘Community Marketing’ in this study as a viable channel to expand their market by reaching out to this segment. This paper synthesizes extant knowledge on the subject and provides a foundation for future research by building a discussion on construct's domain, developing research propositions. The paper attempts to develop an integrated framework that includes antecedents and consequences of a community marketing. The study draws from cases of mobile financial services in India to develop the framework. Managerial implications of this research are discussed.