Topic Browsing
Base of the Pyramid
This topic currently groups 1 published articles across 1 issues.
Topic coverage
18 active archive topics surfaced from published keywords
Topic Article
Prahalad's market approach impacting brand loyalty in base of the pyramid Philippines
Marvin O. Bates • Tom A. Buckles
Volume 12 Issue 2 · 19 Jan 2018
This purpose of this paper is to examine how Prahalad’s 4As market framework influences brand loyalty in the Base of the Pyramid (BoP) market of the Philippines. Specifically, Prahalad’s proposed marke…