CONSUMER BEHAVIOR CHANGE AT THE BASE OF THE PYRAMID: BRIDGING THE GAP BETWEEN FOR-PROFIT AND SOCIAL RESPONSIBILITY STRATEGIES

• 成果类型: Article
• 署名作者: Christensen, Lisa Jones; Siemsen, Enno; Balasubramanian, Sridhar
• 署名单位: University of North Carolina; University of North Carolina Chapel Hill; University of Minnesota System; University of Minnesota Twin Cities
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.2249
• 发表日期: 2015
• 页码: 307-317
• 关键词: pricing strategy; base of the pyramid; Emerging economy; philanthropy; Corporate social responsibility

摘要

This longitudinal field experiment compares two different for-profit market entry strategies with a philanthropic strategy in terms of how each influences consumer behavior in base-of-the-pyramid communities. We analyze reactions to a water purification product offered at three price points (moderate discount, deep discount, and free) in rural Malawi. We find that those who paid the deeply discounted price remain more likely to re-obtain and use the product than do those who paid the moderate price or who took it for free. Copyright (c) 2014 John Wiley & Sons, Ltd.