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dc.contributor.authorThakur, Rakhi
dc.date.accessioned2013-12-04T04:30:48Z
dc.date.available2013-12-04T04:30:48Z
dc.date.copyright2013-12-12
dc.date.issued2013
dc.identifier.citation3rd Biennial Conference of the Indian Academy of Management (IAM), 2013 held at IIMA during 12-14 December, 2013en_US
dc.identifier.isbn9788192080024
dc.identifier.urihttp://hdl.handle.net/11718/11553
dc.description.abstractDeveloping 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.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management , Ahmedabaden_US
dc.subjectDeveloping Economiesen_US
dc.subjectCommunity Marketingen_US
dc.subjectNew Marketsen_US
dc.subjectBottom of the Pyramiden_US
dc.subjectDisruptive Innovationen_US
dc.subjectMobile Financial Servicesen_US
dc.titleConceptualisation of community marketing as collaborative entry mode in developing economies with special focus on Mobile Financial Servicesen_US
dc.typeArticleen_US


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