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Enabling and using local communication channels in rural India
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The global population can, based on income per capita be divided into three socioeconomic segments of a pyramid where the bottom segment is labeled: base/bottom of the pyramid (BOP). The BOP market has a collective buying power estimated to five trillion dollar per year. The BOP-segment may seem lucrative but it is however risky and challenging to enter a market characterized by poverty. One of the risks that are pointed out in research is minimal local marketing expertise. A key to succeed in a BOP-market is finding innovative ways of building awareness for a product. Earlier research have pointed at local partners as important for creating that awareness. This study aimed to find how companies have enabled and used non-traditional partners as a communication channel. The findings of the study indicate that companies have used enabling efforts and that CSR approaches and NGO partnerships had been important for enabling the communication channel as well as important for delivering a trustworthy message for all investigated cases

Place, publisher, year, edition, pages
2013. , 189 p.
Keyword [en]
BOP, rural India, NGO, local entrepreneurs, awareness, four A's, CSR, Godrej & Boyce, First Energy Limited, Hindustan Unilever
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:lnu:diva-26780OAI: oai:DiVA.org:lnu-26780DiVA: diva2:630425
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
2013-06-03, K2101V, Georg Lückligs väg, Växjö, 22:15 (English)
Supervisors
Examiners
Available from: 2013-06-19 Created: 2013-06-18 Last updated: 2013-06-19Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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