JEL classification codes: F23, M11, O16.
Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market†
Article first published online: 20 MAY 2013
Copyright © 2013 John Wiley & Sons, Ltd.
Special Issue: New Entrepreneurial Models
Volume 22, Issue 3-4, pages 225–239, May 2013
How to Cite
Rahman, M., Hasan, M. R. and Floyd, D. (2013), Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market . Strat. Change, 22: 225–239. doi: 10.1002/jsc.1935
- Issue published online: 20 MAY 2013
- Article first published online: 20 MAY 2013
If brand orientation is used as a strategy ensuring the “relative advantage” attribute of an innovation in the “bottom of the pyramid” market, it may influence the adoption of an innovation in the developing and emerging economies.