Consumer Behavior Change at the Base of the Pyramid: Bridging the Gap Between For-Profit and Social Responsibility Strategies
Keywords
pricing strategy, base of the pyramid, emerging economy, philanthropy, corporate social responsibility
Abstract
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.
Original Publication Citation
"Jones Christensen, L., Seimsen, E., & Balasubramanian, S. (2015). Consumer behavior change at the Base of the Pyramid: Bridging the gap between for-profit and social responsibility strategies. Strategic Management Journal, 36 (2): 307-327."
BYU ScholarsArchive Citation
Jones, Lisa; Siemsen, Enno; and Balasubramanian, Sridhar, "Consumer Behavior Change at the Base of the Pyramid: Bridging the Gap Between For-Profit and Social Responsibility Strategies" (2015). Faculty Publications. 9759.
https://scholarsarchive.byu.edu/facpub/9759
Document Type
Peer-Reviewed Article
Publication Date
2015
Publisher
Strategic Management Journal
Language
English
College
Marriott School of Business
Department
Marketing
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