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Marketing at the Bottom of the Pyramid: Overcoming the Challenges through MICMAC Analysis
Journal of Global Marketing Pub Date : 2021-02-22 , DOI: 10.1080/08911762.2021.1884924
Sangeeta Sharma 1 , Arpan Bumb 2
Affiliation  

Abstract

Marketers face innumerable challenges related to awareness, affordability, availability, and accessibility to reach the Bottom of Pyramid (BOP) markets. The objective of this paper is to enumerate the challenges faced by marketers in making their product available to the rural population during COVID-19. The study focuses on 25 challenges, identified from past studies, for marketing in rural areas. Along with the identification of the challenges from a literature review and marketing practices, an attempt is made to contextually relate the challenges to one another, for which three extensive focus group discussions each among six experts were conducted. After this step, Matrice d’Impacts Croisés Multiplication Appliquée á un Classment (MICMAC) analysis was conducted to plot the challenges based on driving power and dependence power. An Interpretive Structural Model (ISM) is also developed from the MICMAC analysis. This paper will allow marketers to identify and formulate an action plan based on the preference order generated from ISM to create maximum impact. Further, the research, marketing, and societal implications of the study are discussed.



中文翻译:

金字塔底层营销:通过MICMAC分析克服挑战

摘要

营销人员在进入金字塔底部 (BOP) 市场的意识、可负担性、可用性和可访问性方面面临着无数挑战。本文的目的是列举营销人员在 COVID-19 期间向农村人口提供产品时所面临的挑战。该研究侧重于从过去的研究中确定的 25 项农村地区营销挑战。在从文献综述和营销实践中识别挑战的同时,还尝试将挑战在上下文中相互关联,为此,六位专家分别进行了三场广泛的焦点小组讨论。在此步骤之后,进行了 Matrice d'Impacts Croisés Multiplication Appliquée á un Classment (MICMAC) 分析以绘制基于驱动力和依赖力的挑战。解释性结构模型 (ISM) 也是从 MICMAC 分析发展而来的。本文将允许营销人员根据 ISM 生成的偏好顺序确定和制定行动计划,以产生最大的影响。此外,还讨论了该研究的研究、营销和社会影响。

更新日期:2021-02-22
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