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首页> 外文期刊>Journal of advances in management research >Developing a marketing framework for the bottom of the pyramid consumers
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Developing a marketing framework for the bottom of the pyramid consumers

机译：为金字塔消费者底部制定营销框架

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摘要

Purpose - This paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets. Design/methodology/approach - The study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights. Findings - The findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale. Practical implications - The proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market. Originality/value - The paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.
机译：目的 - 本文开发了一个全面的营销框架，即公司可以用作开发成功商业模式的基础，以确保BOP市场的可持续性。设计/方法/方法 - 该研究采用了基于半结构化的深入访谈，与印度公司成功经营的印度公司的创始人或高级管理人员进行了定性研究方法。然后系统地编码数据并在软件的帮助下进行分类以获得更好的见解。调查结果 - 论文的调查结果表明，虽然传统的营销4AS是重要的，但他们无法充分解释公司的成功。基于面试的调查结果，我们提出了一个8A的模型，其中包括原始4次，以及适应性，援助，行动创新和加速规模。实际意义 - 拟议的8A框架对于国内和多国企业有用的旨在旨在遗忘到印度流行市场。原创/价值 - 本文通过确定在BOP市场取得成功的因素来贡献了BOP市场的文献。它在4A模型上建立了在BOP市场的背景下提出8AS营销框架。

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