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

Tobias Schaefers; Roger Moser; Gopalakrishnan Narayanamurthy

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 proceeding › Conference abstract › peer-review

Original language	English
Title of host publication	AMA winter marketing educators' conference 2015
Subtitle of host publication	Marketing in a global, digital and connected world, San Antonio, Texas, USA, 13-15 February 2015
Editors	Tom Brown, Vanitha Swaminathan
Place of Publication	Chicago, IL
Publisher	American Marketing Association
Number of pages	1
ISBN (Print)	9781510804500
Publication status	Published - 2015
Externally published	Yes

Publication series

Name	AMA Educators Proceedings
Publisher	American Marketing Association
Volume	26
ISSN (Electronic)	1054-0806

Keywords

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

Access to Document

https://www.ama.org/wp-content/uploads/2019/02/2015-ama-winter-proceedings.pdf

Cite this

Schaefers, T., Moser, R., & Narayanamurthy, G. (2015). Overcoming ownership risks at the base of the pyramid with access-based services. In T. Brown, & V. Swaminathan (Eds.), AMA winter marketing educators' conference 2015: Marketing in a global, digital and connected world, San Antonio, Texas, USA, 13-15 February 2015 Article L-26 (AMA Educators Proceedings; Vol. 26). American Marketing Association. https://www.ama.org/wp-content/uploads/2019/02/2015-ama-winter-proceedings.pdf

Schaefers, Tobias ; Moser, Roger ; Narayanamurthy, Gopalakrishnan. / Overcoming ownership risks at the base of the pyramid with access-based services. AMA winter marketing educators' conference 2015: Marketing in a global, digital and connected world, San Antonio, Texas, USA, 13-15 February 2015. editor / Tom Brown ; Vanitha Swaminathan. Chicago, IL : American Marketing Association, 2015. (AMA Educators Proceedings).

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Schaefers, T, Moser, R & Narayanamurthy, G 2015, Overcoming ownership risks at the base of the pyramid with access-based services. in T Brown & V Swaminathan (eds), AMA winter marketing educators' conference 2015: Marketing in a global, digital and connected world, San Antonio, Texas, USA, 13-15 February 2015., L-26, AMA Educators Proceedings, vol. 26, American Marketing Association, Chicago, IL. <https://www.ama.org/wp-content/uploads/2019/02/2015-ama-winter-proceedings.pdf>

Overcoming ownership risks at the base of the pyramid with access-based services. / Schaefers, Tobias; Moser, Roger; Narayanamurthy, Gopalakrishnan.
AMA winter marketing educators' conference 2015: Marketing in a global, digital and connected world, San Antonio, Texas, USA, 13-15 February 2015. ed. / Tom Brown; Vanitha Swaminathan. Chicago, IL: American Marketing Association, 2015. L-26 (AMA Educators Proceedings; Vol. 26).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

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AU - Moser, Roger

AU - Narayanamurthy, Gopalakrishnan

PY - 2015

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KW - access-based services

KW - base of the pyramid

KW - risk perception theory

KW - experiment

M3 - Conference abstract

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T3 - AMA Educators Proceedings

BT - AMA winter marketing educators' conference 2015

A2 - Brown, Tom

A2 - Swaminathan, Vanitha

PB - American Marketing Association

CY - Chicago, IL

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Schaefers T, Moser R, Narayanamurthy G. Overcoming ownership risks at the base of the pyramid with access-based services. In Brown T, Swaminathan V, editors, AMA winter marketing educators' conference 2015: Marketing in a global, digital and connected world, San Antonio, Texas, USA, 13-15 February 2015. Chicago, IL: American Marketing Association. 2015. L-26. (AMA Educators Proceedings).