Journal of Marketing Management, Volume 37, Issue 9-10 (2021)

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Journal of Marketing Management, Volume 37, Issue 9-10 (2021)

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Digitally enabled value co-creation at the bottom of the pyramid

Editorial

Editorial
Digitally enabled value co-creation at the bottom of the pyramid
Sanjit K. Roy, Bidit L. Dey & Yogesh Dwivedi
Pages: 813-815
Published online: 21 Jul 2021
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Articles

Article
‘A social justice logic’: how digital commerce enables value co-creation at the bottom of the pyramid
Hesty Nurul Utami, Eleftherios Alamanos & Sharron Kuznesof
Pages: 816-855
Published online: 04 May 2021
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Article
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
Pages: 856-886
Published online: 15 Jan 2021
AbstractforSustainable value co-creation at the Bottom of the Pyramid: using mobile applications to reduce food waste and improve food security | Full Text | References | PDF (1.1 MB) | EPUB
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Article
Creating a brand community at the bottom of the pyramid: the case of a Cameroonian music platform
Bernard Cova, Franck Barès & Anicet Nemani
Pages: 887-913
Published online: 29 Apr 2021
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Article
Thinking, feeling and coping by BoP healthcare consumers: policy-based intervention in an emerging market
Kumar Rakesh Ranjan, Sudeep Rohit, Rupanwita Dash & Ramendra Singh
Pages: 914-961
Published online: 09 Feb 2021
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Article
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
Pages: 962-992
Published online: 11 May 2021
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Article
From customer value co-creation behaviour to customer perceived value
Thi Bich Hanh Tran & Anh Dung Vu
Pages: 993-1026
Published online: 30 Apr 2021
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