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    Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market


    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

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    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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