Beitrag in einem Tagungsband
Marketing Concepts And Their Relevance At The Bop - Consolidating Research On Entrepreneurship To Alleviate Poverty



Details zur Publikation
Autor(inn)en:
Raab, K.; Zulauf, K.; Wagner, R.
Herausgeber:
EMAC
Verlag:
University of Groningen
Verlagsort / Veröffentlichungsort:
Groningen
Publikationsjahr:
2017
Seitenbereich:
TBD
Buchtitel:
Proceedings of the EMAC 46th Annual Conference
Titel der Buchreihe:
Leaving Footprints
Bandnr.:
46

Zusammenfassung, Abstract


One promise of entrepreneurship at the Base of the Pyramid (BoP) is its contribution to alleviate poverty. This study focuses on marketing concepts underlying recent publications at the intersection of entrepreneurship and BoP. Our content analysis considers prominent marketing concepts (4p’s, service-dominant logic, and commitment-trust) and reflects their relevance in research challenging the entrepreneurial activities at the BoP. The classical marketing mix is as often adapted as modern facets of the service-dominant logic. Market access as well as designing and maintaining customer interactions are challenging. Contrasting the previous state of research, we conclude a need for marketing support in opportunity creation rather than the traditional emphasis on recognition and exploitation on the firm level. The diversity of BoP contexts and the dynamics of environmental conditions call for robust relationship mechanisms of relating the entrepreneurs to their business networks.




Schlagwörter
Alleviate Poverty, Armut bekämpfen, BoP, Marketing Concepts


Autor(inn)en / Herausgeber(innen)

Zuletzt aktualisiert 2019-25-07 um 19:25