Dr Rajibul Hasan,PhD,MBA,BBA

Assistant Professor of Marketing @ Rennes School of Business (AACSB,EQUIS,AMBA)

Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market – Rahman – 2013 – Strategic Change – Wiley Online Library

Brand Orientation as a Strategy That Influences the Adoption of Innovation in the Bottom of the Pyramid Market – Rahman – 2013 – Strategic Change – Wiley Online Library.

 

My first article published in Strategic Change Journal (appeared in ABS 2* journals).  If anyone is interested to read this full article, then Please email me. I will send you the full version of this article. The abstract is provided below-

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.

Full Access: Click here.

Posted in Uncategorized by admin on May 30th, 2013 at 11:55 pm.

2 comments

2 Replies

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