Browsing by Author "Chitodkar, Sarvesh"
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Designing brand names for bop segment in India
Chitodkar, Sarvesh; Sarkar, Shreyasee (Indian Institute of Management Ahmedabad, 2021-12-14)The fortune associated at the bottom of the pyramid (BOP) is a primary motive for MNCs striving to expand into rural India. In order to attract and retain these consumers, it is of utmost importance to comprehend their ...