Rahman, Mizan and Hasan, Md Rajibul and Floyd, David
(2013)
Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market.
Strategic Change, 22 (3-4).
pp. 225-239.
ISSN 10861718
Abstract
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.
| Item Type: |
Article
|
| Keywords: |
brand; orientation; strategy; influences; adoption; innovation; bottom; pyramid market; |
| Academic Unit: |
Faculty of Social Sciences > School of Business |
| Item ID: |
15960 |
| Identification Number: |
https://doi.org/10.1002/jsc.1935 |
| Depositing User: |
Rajibul Hasan
|
| Date Deposited: |
16 May 2022 11:14 |
| Journal or Publication Title: |
Strategic Change |
| Publisher: |
Wiley Online Library |
| Refereed: |
Yes |
| URI: |
|
| Use Licence: |
This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available
here |
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