References
- Balaji, M. S., & Roy, S. K. (2017). Value co-creation with Internet of things technology in the retail industry. Journal of Marketing Management, 33(1–2), 7–31.https://doi.org/10.1080/0267257X.2016.1217914
- Dembek, K., Sivasubramaniam, N., & Chmielewski, D. A. (2020). A systematic review of the bottom/base of the pyramid literature: Cumulative evidence and future directions. Journal of Business Ethics, 165(3), 365–382. https://doi.org/10.1007/s10551-019-04105-y
- Dey, B. L., Pandit, A., Saren, M., Bhowmick, S., & Woodruffe-Burton, H. (2016). Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers’ use of mobile telephony. Journal of Retailing and Consumer Services, 29, 40–48. https://doi.org/10.1016/j.jretconser.2015.10.009
- Du, H. S., Xu, J., Li, Z., Liu, Y., & Chu, S. K. W. (2021). Bibliometric mapping on sustainable development at the base-of-the-pyramid. Journal of Cleaner Production, 281(2021), 125290. https://doi.org/10.1016/j.jclepro.2020.125290
- Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317–333. https://doi.org/10.1177/1470593106066794
- Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279–301. https://doi.org/10.1177/1470593111408177
- Hartwig, K., von Saldern, L., & Jacob, F. (2021). The journey from goods-dominant logic to service-dominant logic: A case study with a global technology manufacturer. Industrial Marketing Management, 95, 85–98. https://doi.org/10.1016/j.indmarman.2021.04.006
- Mason, K., Chakrabarti, R., & Singh, R. (2017). Markets and marketing at the bottom of the pyramid. Marketing Theory, 17(3), 261–270. https://doi.org/10.1177/1470593117702286
- Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79–89. https://doi.org/10.1016/j.jbusres.2017.08.018
- Nahi, T. (2016). Cocreation at the base of the pyramid: Reviewing and organizing the diverse conceptualizations. Organization & Environment, 29(4), 416–437. https://doi.org/10.1177/1086026616652666
- Ramaswamy, V., & Ozcan, K. (2018). What is co-creation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84, 196–205. https://doi.org/10.1016/j.jbusres.2017.11.027
- Srivastava, A., Mukherjee, S., & Jebarajakirthy, C. (2020). Aspirational consumption at the bottom of pyramid: A review of literature and future research directions. Journal of Business Research, 110, 246–259. https://doi.org/10.1016/j.jbusres.2019.12.045
- Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
- Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3