An Innovative Approach to BOP in Achieving the Sustainable Development Goals:
BOP businesses have been increasing in Japan. However, many Japanese companies that are too accustomed to conducting conventional marketing with wealthy clusters of consumers seem to be struggling to understand BOP market needs. According to Hart and London (2011), the classic definition of BOP is 4...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2018-12-01
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| Series: | Maketingu Janaru |
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| Online Access: | https://www.jstage.jst.go.jp/article/marketing/38/1/38_2018.025/_html/-char/en |