Understanding the general theories from which concepts and guidelines are drawn allows a two-way contribution. On one hand, it comprehends which other concepts can be integrated into the LIC literature. Alternatively, it highlights what insights generated from the study of the LIC markets bring to these theories.
Pels, J. and Sheth, J. (2018), "Designing Solutions for the Low Income Consumer Markets: Four Schools of Thought", Singh, R. (Ed.) Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets (Marketing in Emerging Markets), Emerald Publishing Limited, pp. 89-109. https://doi.org/10.1108/978-1-78714-555-920181006Download as .RIS
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