Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony

Bidit Lal Dey, Ameet Pandit, Mike Saren, Sanjay Bhowmick and Helen Woodruffe-Burton

Journal of Retailing and Consumer Services, 2016, vol. 29, issue C, 40-48

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.

Keywords: Value co-creation; BoP marketing; Consumer dominant logic; Mobile telephony; Ethnography (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:29:y:2016:i:c:p:40-48

DOI: 10.1016/j.jretconser.2015.10.009

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