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Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony

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  • Dey, Bidit Lal
  • Pandit, Ameet
  • Saren, Mike
  • Bhowmick, Sanjay
  • Woodruffe-Burton, Helen

Abstract

Existing literature offers scant evidence of how BoP (bottom of the pyramid) consumers with limited product knowledge and interaction with product designers and marketers can co-create value. The current paper addresses this issue by analysing Bangladeshi farmers' use of mobile telephony. The findings suggest the value-in-use is facilitated or inhibited by product features, socio-economic practices, individuals' capabilities and the appropriation of mobile telephony. The paper demonstrates how BoP customers can co-create value with or without direct support from marketers and offers a theoretical framework for the co-creation of value and contributes to the current understanding of BoP market dynamics.

Suggested Citation

  • Dey, Bidit Lal & Pandit, Ameet & Saren, Mike & Bhowmick, Sanjay & Woodruffe-Burton, Helen, 2016. "Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 40-48.
    • Handle: RePEc:eee:joreco:v:29:y:2016:i:c:p:40-48
    DOI: 10.1016/j.jretconser.2015.10.009
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    References listed on IDEAS

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    Cited by:

    1. Soni, Gunjan & Mangla, Sachin Kumar & Singh, Pallavi & Dey, Bidit L. & Dora, Manoj, 2021. "Technological interventions in social business: Mapping current research and establishing future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 169(C).
    2. Malaquias, Rodrigo Fernandes & Silva, Altieres Frances, 2020. "Understanding the use of mobile banking in rural areas of Brazil," Technology in Society, Elsevier, vol. 62(C).
    3. Sahi, Gurjeet Kaur & Devi, Rita & Gupta, Mahesh C. & Cheng, T.C.E., 2022. "Assessing co-creation based competitive advantage through consumers’ need for differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Mizan Rahman & Sunny Bose & Mujahid Mohiuddin Babu & Bidit Lal Dey & Sanjit Kumar Roy & Ben Binsardi, 2019. "Value Co-Creation as a Dialectical Process: Study in Bangladesh and Indian Province of West Bengal," Information Systems Frontiers, Springer, vol. 21(3), pages 527-545, June.
    5. Chaouali, Walid & Souiden, Nizar & Ladhari, Riadh, 2017. "Explaining adoption of mobile banking with the theory of trying, general self-confidence, and cynicism," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 57-67.
    6. Piancharoenwong, Assanee & Badir, Yuosre F., 2024. "IoT smart farming adoption intention under climate change: The gain and loss perspective," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    7. Chatterjee, Sheshadri & Mariani, Marcello & Fosso Wamba, Samuel, 2023. "Prosumers’ intention to co-create business value and the moderating role of digital media usage," Journal of Business Research, Elsevier, vol. 163(C).
    8. Tsai Chi Kuo & Jessica Hanafi & Wan Chen Sun & Rex Aurelius C. Robielos, 2016. "The Effects of National Cultural Traits on BOP Consumer Behavior," Sustainability, MDPI, vol. 8(3), pages 1-20, March.
    9. Dey, Bidit L. & Babu, Mujahid Mohiuddin & Rahman, Mizan & Dora, Manoj & Mishra, Nishikant, 2019. "Technology upgrading through co-creation of value in developing societies: Analysis of the mobile telephone industry in Bangladesh," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 413-425.
    10. Singh, Pallavi & Brown, David M. & Chelekis, Jessica & Apostolidis, Chrysostomos & Dey, Bidit L., 2022. "Sustainability in the beer and pub industry during the COVID-19 period: An emerging new normal," Journal of Business Research, Elsevier, vol. 141(C), pages 656-672.
    11. Sheshadri Chatterjee & Nripendra P. Rana & Yogesh K. Dwivedi, 2022. "Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective," Information Systems Frontiers, Springer, vol. 24(3), pages 945-964, June.
    12. Christian Narh Opata & Wen Xiao & Angela Abena Nusenu & Stephen Tetteh & Tettey-Wayo John Narh, 2020. "Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation," SAGE Open, , vol. 10(3), pages 21582440209, August.
    13. Zhu, Tengteng & Zhang, Lu & Zeng, Chuhong & Liu, Xin, 2022. "Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    14. Kumar, Jitender & Katiyar, Gagan & Mehrotra, Ankit & Attri, Rekha & Vishnoi, Sushant Kumar, 2024. "Connecting BOP consumers and retailers: What drives small-time retailing through social media?," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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