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BOPレポート(Bottom of the Pyramid)

17. ケーススタディ

SEKULULA & MZANSI – FINANCIAL ACCESS AT THE BOTTOM OF THE PYRAMID
Case Study Prepared by Inspiris for InWEnt / World Bank Institute 11th International Business Leaders Forum, 2006

PURCHASING POWER AT THE BOTTOM OF THE PYRAMID:DIFFERENCES ACROSS GEOGRAPHIC REGIONS AND INCOME TIERS
Rodrigo Guesalaga and Pablo Marshall; Pontificia Universidad Cato´ lica de Chile, Santiago, Chile; Journal of Consumer Marketing; 25/7 (2008) 413–418; Emerald Group Publishing Limited [ISSN 0736-3761]

SERVING THE WORLD’S POOR, PROFITABLY
Harvard Business Review; September 2002

CORPORATE GIANTS AIM TO TAP BOTTOM OF THE PYRAMID
June 4, 2007 http://www.africa-investor.com/

INTEGRATED APPROACH TO UNDERSTANDING CONSUMER BEHAVIOR AT BOTTOM OF PYRAMID
Saroja Subrahmanyan and J. Tomas Gomez-Arias; Saint Mary’s College of California, Moraga, California, USA; Journal of Consumer Marketing; 25/7 (2008) 402–412; Emerald Group Publishing Limited [ISSN 0736-3761]

SELLING TO THE BOTTOM OF THE PYRAMID
The case of Tata Nano; STRATEGIC DIRECTION ; VOL. 25 NO. 6 2009, pp.10-12, Emerald Group Publishing Limited, ISSN 0258-0543

SUCCESSFUL MARKETING BY MULTINATIONAL FIRMS TO THE BOTTOM OF THE PYRAMID:CONNECTING SHARE OF HEART, GLOBAL “UMBRELLA BRANDS”, AND RESPONSIBLE MARKETING
Van R. Wood; Virginia Commonwealth University, Richmond, Virginia, USA.Dennis A. Pitta; University of Baltimore, Baltimore, Maryland, USA, and Frank J. Franzak; Virginia Commonwealth University, Richmond, Virginia, USA.Journal of Consumer Marketing; 25/7 (2008) 419–429; Emerald Group Publishing Limited [ISSN 0736-3761]

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