The Bottom of the Pyramid
Introduction
Marketing issues serving the bottom of the pyramid, Special issue of Journal of Consumer Marketing; Deadline 30 Jun 2008
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CALL FOR PAPERS
Journal of Consumer Marketing
Special issue on
Marketing issues serving the bottom of the pyramid
The Editor of Journal of Consumer Marketing invites practitioners, consultants, and academics to submit papers worthy of contribution to the literature for a special issue devoted to serving the bottom strata of the customer pyramid.
Recent research has called into question the necessity of serving the wealthiest strata of the customer pyramid. Companies in developed countries still seek significant profits from customers at the top of the pyramid. Early conceptual development cited the advantages and potential profits of serving less affluent consumers at the bottom of the customer pyramid. Such efforts require a radical departure from the traditional approaches to products and services, product benefits, distribution and pricing. While some research has questioned the value of serving the bottom of the pyramid, the concept has generated considerable marketing thought.
Possible topics will include, but are not limited, to the following:
- Is the bottom of the pyramid a viable market segment?
- What changes will marketers need to implement in their products, promotions, distribution, and pricing to serve the BOP?
- What are the service development issues for the BOP?
- How should marketers listen for the voice of the BOP customer?
- Specific marketing research techniques required by the BOP.
- What are the economics of serving the bottom of the pyramid?
- Best practices in dealing with bottom of the pyramid customers.
- What [marketing] skills are needed to maximize efforts?
- How do you turn BOP marketing strategies into profit?
- How do you create/implement a profitable bottom of the pyramid marketing program?
- What role does technology play in serving the bottom of the pyramid customer?
- Bottom of the pyramid: Opportunities And Challenges
Papers may be the result of empirical research, comprehensive literature reviews, case studies, marketing practices, or thoughtful analysis. However, to be accepted for publication, all manuscripts must provide practical applications of material presented. Author guidelines and other information can be found on the journal homepage at It is necessary that you follow these guidelines for your submissions to be accepted for review.
Final manuscripts should be sent directly to Dr. Richard C. Leventhal by 30 June 2008.
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