Franchising at the BOP : an alternative distribution strategy

Tendai Chikweche, Richard Fletcher, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

    Research output: Chapter in Book / Conference PaperConference Paper

    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 languageEnglish
    Title of host publicationMarketing: 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.
    PublisherPromaco Conventions for the ANZAM 2008 Conference
    Number of pages7
    ISBN (Print)1863081445
    Publication statusPublished - 2008
    EventAustralian and New Zealand Marketing Academy Conference -
    Duration: 1 Dec 2013 → …

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Period1/12/13 → …

    Keywords

    • marketing
    • franchises (retail trade)
    • social networks
    • marketing channels
    • bottom of the pyramid
    • Zimbabwe

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