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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: | |
| URI: | https://mural.maynoothuniversity.ie/id/eprint/15960 |
| 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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