Overcoming ownership risks at the base of the pyramid with access-based services

Tobias Schaefers, Roger Moser, Gopalakrishnan Narayanamurthy

Research output: Chapter in Book/Report/Conference proceedingConference abstractpeer-review

Original languageEnglish
Title of host publicationAMA winter marketing educators' conference 2015
Subtitle of host publicationMarketing in a global, digital and connected world, San Antonio, Texas, USA, 13-15 February 2015
EditorsTom Brown, Vanitha Swaminathan
Place of PublicationChicago, IL
PublisherAmerican Marketing Association
Number of pages1
ISBN (Print)9781510804500
Publication statusPublished - 2015
Externally publishedYes

Publication series

NameAMA Educators Proceedings
PublisherAmerican Marketing Association
ISSN (Electronic)1054-0806


  • access-based services
  • base of the pyramid
  • risk perception theory
  • experiment

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