Dey, Bidit, Pandit, Ameet, Saren, Mike, Bhowmick, Sanjay and Woodruffe-Burton, Helen (2015) Co-creation of value at the bottom of the pyramid: analysing Bangladeshi farmers' use of mobile telephony. Journal of Retailing and Consumer Services. ISSN 0969-6989 DOI https://doi.org/10.1016/j.jretconser.2015.10.009

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Abstract

Existing literature offers scant evidence of how BoP (bottom of the pyramid) consumers with limited product knowledge and interaction with product designers and marketers can co-create value. The current paper addresses this issue by analysing Bangladeshi farmers' use of mobile telephony. The findings suggest the value-in-use is facilitated or inhibited by product features, socio-economic practices, individuals' capabilities and the appropriation of mobile telephony. The paper demonstrates how BoP customers can co-create value with or without direct support from marketers and offers a theoretical framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.

Item Type:	Article
Uncontrolled Keywords:	Value co-creation, BoP marketing, Consumer dominant logic, Mobile telephony, Ethnography
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Business and Management
Date Deposited:	01 Nov 2017 12:40
URI:	http://repository.edgehill.ac.uk/id/eprint/9776

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