CREATING PRODUCT VISIBILITY TO THE BOTTOM OF THE PYRAMID: INTEGRATION OF MARKETING MIX AND HUMAN VALUE ECOSYSTEM APPROACH
Journal Title: Journal of Entrepreneurship, Business and Economics - Year 2015, Vol 3, Issue 1
Abstract
Emerging markets and the global dynamics growth attract the exploration of business opportunity to the bottom of the pyramid. The economic development derived to the reshaping of the business activities and this is becomes very obvious especially in Asia and South American. The Bottom of the Pyramid customer has been neglected and overlooked by the industries. This paper aims to understand in-depth the principle and practical realities on ways to market to the bottom of the pyramid. Theoretical essay was conducted using the literature in relation to 4A marketing mix and mainly The Triumvirate Human Values Ecosystem Framework. The discussion indicates the characteristics, the misperception and opportunity of Bottom of the Pyramid market is focused. Theoretical framework for Bottom of the Pyramid marketing are developed which includes the principle, the scope and the challenges. Application of The Triumvirate Human Values Ecosystem Framework is presented through case study.
Authors and Affiliations
Leow Chee Seng, Leong Wing Sum, Mohd Shukor Mahfar
Keywords
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