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- W2212068082 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." @default.
- W2212068082 created "2016-06-24" @default.
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- W2212068082 date "2016-03-01" @default.
- W2212068082 modified "2023-09-27" @default.
- W2212068082 title "Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony" @default.
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- W2212068082 doi "https://doi.org/10.1016/j.jretconser.2015.10.009" @default.
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