Abstract
![CDATA[Bottom of the pyramid (BOP) markets provide distinct marketing challenges to firms serving these markets. BOP markets have often been criticized for having a poor supporting infrastructure such as weak distribution systems which hinder firms’ ability to get their products into the hands of BOP consumers. Franchising is one strategy which firms can use to enhance the distribution of their products at the BOP. Using findings from research conducted in Zimbabwe, this paper argues for the use of franchising as an effective alternative distribution strategy at the BOP.]]
Original language | English |
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Title of host publication | Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W. |
Publisher | Promaco Conventions for the ANZAM 2008 Conference |
Number of pages | 7 |
ISBN (Print) | 1863081445 |
Publication status | Published - 2008 |
Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Period | 1/12/13 → … |
Keywords
- marketing
- franchises (retail trade)
- social networks
- marketing channels
- bottom of the pyramid
- Zimbabwe