Special Issue: Digitally enabled value co-creation at the bottom of the pyramid
Journal of Marketing Management, Volume 37, 2021 – Issue 9-10


Digitally enabled value co-creation at the bottom of the pyramid
Sanjit K. Roy, Bidit L. Dey & Yogesh Dwivedi


‘A social justice logic’: how digital commerce enables value co-creation at the bottom of the pyramid
Hesty Nurul Utami, Eleftherios Alamanos & Sharron Kuznesof

Sustainable value co-creation at the Bottom of the Pyramid: using mobile applications to reduce food waste and improve food security
Chrysostomos Apostolidis, David Brown, Dinuka Wijetunga & Eranjana Kathriarachchi

Creating a brand community at the bottom of the pyramid: the case of a Cameroonian music platform
Bernard Cova, Franck Barès & Anicet Nemani

Thinking, feeling and coping by BoP healthcare consumers: policy-based intervention in an emerging market
Kumar Rakesh Ranjan, Sudeep Rohit, Rupanwita Dash & Ramendra Singh

How does value co-creation transform quality of life at the bottom of the pyramid?
Shahriar Akter, Mujahid Mohiuddin Babu, Md Afnan Hossain & Umme Hani

From customer value co-creation behaviour to customer perceived value
Thi Bich Hanh Tran & Anh Dung Vu

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