Peer-Reviewed Journal Details
Mandatory Fields
Rahman, Mizan and Hasan, Md Rajibul and Floyd, David
2013
January
Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market
Published
()
Optional Fields
22
3‐4
225
239
Abstract If brand orientation is used as a strategy ensuring the “relative advantage” attribute of an innovation in the “bottom of the pyramid” market, it may influence the adoption of an innovation in the developing and emerging economies.
https://onlinelibrary.wiley.com/doi/abs/10.1002/jsc.1935
10.1002/jsc.1935
Grant Details