Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment

Tendai Chikweche; Richard Fletcher; John Stanton

Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment

Tendai Chikweche, Richard Fletcher, John Stanton

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

Abstract

A growing body of literature addresses the importance of marketing to the "bottom of the pyramid" of world consumers by income [BOP] and on the challenges faced by firms that either serve or intend to serve this market. One neglected aspect of BOP research is to understand why relatively large and potentially mobile firms continue operations in extremely difficult BOP market conditions and what they need, marketing wise, to support their operation. Based on a study of four businesses that dominate the processed food and personal hygiene product market in Zimbabwe, reasons for continued involvement with the BOP are identified as well as their strategic marketing requirements.

Original language	English
Title of host publication	Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia
Publisher	Edith Cowan University
Number of pages	8
ISBN (Print)	9780646563305
Publication status	Published - 2011
Event	Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → …

Conference

Conference	Australian & New Zealand Marketing Academy. Conference
Period	3/12/12 → …

Cite this

Chikweche, T., Fletcher, R., & Stanton, J. (2011). Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment. In Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia Edith Cowan University.

Chikweche, Tendai ; Fletcher, Richard ; Stanton, John. / Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment. Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia. Edith Cowan University, 2011.

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Chikweche, T, Fletcher, R & Stanton, J 2011, Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment. in Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia. Edith Cowan University, Australian & New Zealand Marketing Academy. Conference, 3/12/12.

Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment. / Chikweche, Tendai; Fletcher, Richard; Stanton, John.
Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia. Edith Cowan University, 2011.

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

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AB - A growing body of literature addresses the importance of marketing to the "bottom of the pyramid" of world consumers by income [BOP] and on the challenges faced by firms that either serve or intend to serve this market. One neglected aspect of BOP research is to understand why relatively large and potentially mobile firms continue operations in extremely difficult BOP market conditions and what they need, marketing wise, to support their operation. Based on a study of four businesses that dominate the processed food and personal hygiene product market in Zimbabwe, reasons for continued involvement with the BOP are identified as well as their strategic marketing requirements.

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SN - 9780646563305

BT - Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia

PB - Edith Cowan University

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Chikweche T, Fletcher R, Stanton J. Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment. In Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia. Edith Cowan University. 2011

Business presence and strategic marketing approaches in a difficult bottom of the pyramid environment

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