Collectivism and Consumers at the ‘Bottom of the Pyramid’ in South Africa

Idea posted: January 2014

Institutions: University of Pretoria Gordon Institute of Business Science    University of New Mexico Anderson School of Management   

Authors:

"Umuntu ngumuntu ngabantu" – A person is a person through other persons. (from the humanist African philosophy Ubuntu) The ‘bottom of the pyramid’ (BoP), the world’s poorest socio-economic group, as…

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