Selling to the bottom of the pyramid: The case of Tata Nano

Strategic Direction

Volumn 25, Issue 6, 2009, Pages 10-12

[No Author Info available]

Author keywords

Automotive industry; Disadvantaged groups; Marketing strategy; Poverty; Product innovation

Indexed keywords

EID: 67651152788     PISSN: 02580543     EISSN: None     Source Type: Journal    
DOI: 10.1108/02580540910952145     Document Type: Review

References (1)

1. Van den waeyenberg, S. and Hens, L. (2008), Crossing the bridge to poverty, with low-cost cars, Journal of Consumer Marketing, Vol. 25 No. 7, pp. 439-45, ISSN 0736-3761.