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

Rahman, Mizan; Hasan, Md Rajibul; Floyd, David

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

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Rahman, Mizan, 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:	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
Related URLs:	Publisher
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

MURAL - Maynooth University Research Archive Library

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

Abstract

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