Brand orientation as a strategy that influences the adoption of innovation in the bottom of the pyramid market

This paper considers the Community Information Centre (CIC) of Grameenphone (name of Norwegian Telenor in Bangladesh) as a case study to investigate how brand orientation as a strategy of Grameenphone influences the adoption of an innovation like CIC in the Bottom of the Pyramid (BOP) market in Bangladesh. From the findings of quantitative research (factor, regression and correlation analyses), it is found that brand orientation significantly influences the ‘relative advantage’ attribute of an innovation like CIC in the BOP market. This has strategic implications for multinational corporations designing or selling products to the millions of poor people in developing and emerging economies.