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All Outputs (4)

Emerging Markets: VFBOP 2.0 and the Effect of Co-Venturing. (2012)
Presentation / Conference Contribution
Williams, J., & Omar, M. (2012). Emerging Markets: VFBOP 2.0 and the Effect of Co-Venturing.

Emerging markets are diverse and can require separate market entry and market development strategies. This paper will look at these opportunities through the lenses of four concepts: the Bottom of the Pyramid (Prahalad & Hart, 2002; London & Hart, 20... Read More about Emerging Markets: VFBOP 2.0 and the Effect of Co-Venturing..

The Value Flame at the Base of the Pyramid (VFBOP): Identifying and Creating a Valuable Market (2012)
Book Chapter
Williams, J., Omar, M., & Rajadhyaksha, U. (2012). The Value Flame at the Base of the Pyramid (VFBOP): Identifying and Creating a Valuable Market. In K. S. Swan, & S. Zou (Eds.), Interdisciplinary Approaches to Product Design, Innovation, & Branding in In

Addressing potential markets in emerging countries is an important development in international marketing, and over the last decade research has been energized by the model of the Bottom of the Pyramid (BOP). More recently the focus has shifted away... Read More about The Value Flame at the Base of the Pyramid (VFBOP): Identifying and Creating a Valuable Market.

Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology (2012)
Journal Article
Williams Jr, R., Osei, C., & Omar, M. (2012). Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology. Journal of Marketing for Higher Education, 22(1), 71-81. https://

As Higher Education Institutions (HEI) become more marketized and increasingly promotionalized, brand building gains in intensity and names become increasingly important. This conceptual paper plans to explore the application of the Renaming Process... Read More about Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology.