This research examined how Prahalad's market framework influenced brand loyalty in the Base of the Pyramid market of the Philippines. Previous economic classification studies described the World Economic Pyramid, defining the Base of the Pyramid (BoP) population segment as having annual incomes up to and including $3,000 USD per capita per year. This BoP market was estimated to hold $5 trillion in consumer purchasing power. Recognizing the importance of the BoP market in the world's economy, Prahalad proposed a market framework unique to the BoP market. Composed of four constructs – awareness, affordability, access, and availability – this framework was labeled Prahalad's 4As. Prahalad proposed that the 4As strategic framework was a more appropriate alternative to the traditional marketing framework of the 4Ps — product, price, place and promotion. To date, limited market research has focused on brand loyalty in BoP markets. The present study was conducted first to examine Prahalad's 4As as a comprehensive set of constructs, and second to measure the impact of the 4As on brand loyalty in the BoP Philippines. Using an online survey, usable responses were collected from 606 Philippine college students. Structural equation modeling was utilized to examine the relationship between Prahalad's constructs of awareness, affordability, access, and availability, and their combined impact on brand loyalty. Results showed that the four constructs were highly correlated. The two constructs of access and availability collapsed into the combined construct of presence, reflecting the consumers' perspective that the product is present in the marketplace, both in a store and on the shelf. Examining the impact on brand loyalty, both awareness of the branded product, and the affordability of the branded product were found to be positively related to brand loyalty; these findings support previous research studies, suggesting marketing practitioners need to focus on product awareness and product affordability to increase brand loyalty in BoP markets. While presence was not found to be related to brand loyalty, presence was found to be positively related to both awareness and affordability. Managerial implications are discussed, and topics for future research are presented.

Considers the four billion low-income consumers which constitute the majority of the world's population, and how to better meet their needs, increase their productivity and empower their entry into the formal economy.

Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

This book presents theories and case studies for corporations in developed nations, including Japan, for designing strategies to maximize opportunities and minimize threats in business expansion into developing nations. The case studies featured here focus on Asia, including China and India, and use examples of Japanese manufacturers. Five case studies are provided, including Hitachi Construction Machinery and Shiseido in China and Maruti Suzuki in India. These cases facilitate the reader’s understanding of the business environments in emerging economies. This volume is especially recommended for business people responsible for international business development, particularly in China and India. In addition, the book serves as a useful resource for students in graduate-level courses in international management.

The book aims to give an insight into the multifacetedness of changes the Internet – referred to here as the digital world – triggers in both theory and practice of marketing and management. The book has been divided into 5 subject areas, i.e. management, strategy, communications, brand, and consumer, all of which act as the main themes of subsequent chapters.

This book provides an introduction to the concept of entrepreneurship and entrepreneurial business management. It covers many elements of the entrepreneurial management discipline including choosing a business, organizing, financing, marketing, developing an offering that the market will value, and growing the business in all its dimensions.