BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing (Record no. 49084)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180130131259.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180130b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Singh, Ramendra |
| 9 (RLIN) | 29734 |
| 245 ## - TITLE STATEMENT | |
| Title | BOP research meets macromarketing: content analysis of BOP-related research in the Journal of Macromarketing |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 69–82 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Although the research in the domain of bottom/base of the pyramid (also called BOP) has progressed a lot, there has been little understanding of how the BOP research has progressed in the macromarketing domain. In this article, a systematic content analysis of the published research is conducted in a leading macromarketing journal, Journal of Macromarketing. Selection of articles led to 23 key articles that lie at the intersection of BOP and macromarketing, which were analyzed on the basis of frequency of publication, content, methodology, and nature of authorships. The BOP macromarketing research has then been classified into six different themes: (1) BOP as a theoretical perspective, (2) Capacity Building and Subsistence Entrepreneurship, (3) Well-Being and Quality of Life at BOP, (4) Religion and BOP, (5) BOP and Market Development, and (6) BOP and Ethics. The article also suggests directions for future research at the intersection of BOP and |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Base of pyramid |
| Uncontrolled term | Macromarketing |
| Uncontrolled term | Literature review |
| Uncontrolled term | Content analysis |
| Uncontrolled term | Poverty |
| Uncontrolled term | Poor consumers |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Bharadwaj, Apoorva |
| 9 (RLIN) | 29735 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29297 |
| Host Itemnumber | 69462 |
| Main entry heading | CHAKRABARTI, BHASKAR |
| Place, publisher, and date of publication | INDIAN INSTITUTE OF MANAGEMENT CALCUTTA CALCUTTA |
| Other item identifier | 5557306 |
| Title | DECISION |
| International Standard Serial Number | 0304-0941 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 30/01/2018 | Vol 44, No 1/ 5557306JA5 | 5557306JA5 | 30/01/2018 | 30/01/2018 |