ID:
DM17
Tipo Insegnamento:
Opzionale
Durata (ore):
48
CFU:
6
SSD:
ECONOMIA E GESTIONE DELLE IMPRESE
Url:
STRATEGIC MANAGEMENT/BASE Anno: 2
Anno:
2024
Dati Generali
Periodo di attività
Secondo Semestre (03/02/2025 - 10/05/2025)
Syllabus
Obiettivi Formativi
This course will explore how to understand consumers at the Bottom of the Pyramid and how to develop successful strategies to address consumers’ needs. The module is divided into three macro-topics: consumer behavior, innovation, and strategy. During the first five weeks, the students will learn more about the concepts of scarcity and how scarcity is experienced at different social and cultural levels. The students will gain a better understanding of consumers’ psychology and needs. During the remaining part of the course, the students will develop competencies in the domains of innovation and marketing strategy. That knowledge is fundamental to understand how companies operate in such a specific market. The course will allow the students to have a unique perspective on a market which is often neglected (the market of the poorest people in the world) but which still represents one of the most profitable segments. Moreover, the course will allow students to develop their sensitivity on matters related to diversity, inclusion, and equality which will provide them with a competitive advantage for their future careers.
Prerequisiti
None
Metodi didattici
Fully asynchronous
TA consultations
Group work
Project Work
TA consultations
Group work
Project Work
Verifica Apprendimento
Attending Students will be evaluated on the following activities:
Group interview and presentation of results (up to 9 points)
Group work (up to 15 points): Target, prototype, and analysis (up to 7.5 points) + campaign and distribution/price strategy (up to 7.5 points)
Two open simulations (up to 3 points): up to 1.5 points each
In-person individual presentation: up to 3 points
Bonus: up to 2 points for active participation on Perusall
Non-attending Students will be evaluated as follow:
Study Materials:
Watch teaching videos of Prof. Emanela Stagno
Study all mandatory and optional readings (available on Canvas)
Final Exam Structure:
1. Presentation of Project Work (24 points)
Max. 10 slides
Components:
Interviews conducted
Target identified
Prototype of product/service
Campaign, distribution, and pricing strategy
Include provided templates
2. Questions on Readings (8 points)
Covers both mandatory and optional readings
Assignments to Include in Presentation (for both attending and non-attending students):
1. Conducting Interviews (9 points)
Purpose: Discover experiences of scarcity
Interview Requirements:
Two consumers (18+ years old)
Consent to record
Key topics:
Background info
Definition of scarcity
Feeling of constraint
Impact on consumption
Compensatory consumption
Suggested duration: 30 minutes
Presentation Content:
Description of interviewees (no names)
Methodology (how conducted, recording methods, duration)
Main results
Connections to course material
Concluding remarks
2. Define a Target and Develop a Prototype (7.5 points)
Purpose:
Identify target market in BoP context of India
Present prototype product/service
Required Files:
“What we mean by ‘Target’ and How to identify and reach your target market with surveys” (week 6)
“Prototype: video, document, and template” (week 7)
3. Define a Campaign, Distribution, and Price Strategy (7.5 points)
Purpose: Develop communication, distribution, and pricing strategy for the target and prototype
Required Files:
“Template Campaign, Distribution, and Price Strategy” (week 10)
Group interview and presentation of results (up to 9 points)
Group work (up to 15 points): Target, prototype, and analysis (up to 7.5 points) + campaign and distribution/price strategy (up to 7.5 points)
Two open simulations (up to 3 points): up to 1.5 points each
In-person individual presentation: up to 3 points
Bonus: up to 2 points for active participation on Perusall
Non-attending Students will be evaluated as follow:
Study Materials:
Watch teaching videos of Prof. Emanela Stagno
Study all mandatory and optional readings (available on Canvas)
Final Exam Structure:
1. Presentation of Project Work (24 points)
Max. 10 slides
Components:
Interviews conducted
Target identified
Prototype of product/service
Campaign, distribution, and pricing strategy
Include provided templates
2. Questions on Readings (8 points)
Covers both mandatory and optional readings
Assignments to Include in Presentation (for both attending and non-attending students):
1. Conducting Interviews (9 points)
Purpose: Discover experiences of scarcity
Interview Requirements:
Two consumers (18+ years old)
Consent to record
Key topics:
Background info
Definition of scarcity
Feeling of constraint
Impact on consumption
Compensatory consumption
Suggested duration: 30 minutes
Presentation Content:
Description of interviewees (no names)
Methodology (how conducted, recording methods, duration)
Main results
Connections to course material
Concluding remarks
2. Define a Target and Develop a Prototype (7.5 points)
Purpose:
Identify target market in BoP context of India
Present prototype product/service
Required Files:
“What we mean by ‘Target’ and How to identify and reach your target market with surveys” (week 6)
“Prototype: video, document, and template” (week 7)
3. Define a Campaign, Distribution, and Price Strategy (7.5 points)
Purpose: Develop communication, distribution, and pricing strategy for the target and prototype
Required Files:
“Template Campaign, Distribution, and Price Strategy” (week 10)
Testi
The key textbooks for the course are:
Blocker, C., Zhang, J. Z., Hill, R. P., Roux, C., Corus, C., Hutton, M., ... & Minton, E. (2022). Rethinking scarcity and poverty: Building bridges for shared insight and impact. Journal of Consumer Psychology.
Goldsmith, K., Griskevicius, V., & Hamilton, R. (2020). Scarcity and consumer decision making: Is scarcity a mindset, a threat, a reference point, or a journey?. Journal of the Association for Consumer Research, 5(4), 358-364.
Roux, C., Goldsmith, K., & Bonezzi, A. (2015). On the psychology of scarcity: When reminders of resource scarcity promote selfish (and generous) behavior. Journal of consumer research, 42(4), 615-631.
Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The compensatory consumer behavior model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133-146.
Hagerty, S. F., & Barasz, K. (2020). Inequality in socially permissible consumption. Proceedings of the National Academy of Sciences, 117(25), 14084-14093.
Whillans, A., & West, C. (2022). Alleviating time poverty among the working poor: a pre-registered longitudinal field experiment. Scientific reports, 12(1), 1-17
Prahalad, C. K. (2012). Bottom of the pyramid as a source of breakthrough innovations. Journal of product innovation management, 29(1), 6-12
Bhattacharyya, A., & Belk, R. W. (2019). Consumer resilience and subservience in technology consumption by the poor. Consumption Markets & Culture, 22(5-6), 489-507
Tarafdar, M., Singh, R., & Anekal, P. (2013). Impact of ICT-enabled product and process innovations at the Bottom of the Pyramid: a market separations perspective. Journal of Information Technology, 28(4), 279-295.
Arunachalam, S., Bahadir, S. C., Bharadwaj, S. G., & Guesalaga, R. (2020). New product introductions for low-income consumers in emerging markets. Journal of the Academy of Marketing Science, 48, 914-940.
Shepherd, D. A., Parida, V., & Wincent, J. (2021). Entrepreneurship and poverty alleviation: the importance of health and children’s education for slum entrepreneurs. Entrepreneurship Theory and Practice, 45(2), 350-385.
Beninger, S., & Robson, K. (2015). Marketing at the base of the pyramid: Perspectives for practitioners and academics. Business Horizons, 58(5), 509-516
Jacob, J., Vieites, Y., Goldszmidt, R., & Andrade, E. B. (2022). Expected Socioeconomic-Status-Based Discrimination Reduces Price Sensitivity Among the Poor. Journal of Marketing Research, 59(6), 1083-1100.
Anderson, Stephen J., et al. "Modernizing Retailers in an Emerging Market: Investigating Externally Focused and Internally Focused Approaches." Journal of Marketing Research 59.3 (2022): 472-496.
Cova, B., Barès, F., & Nemani, A. (2021). Creating a brand community at the bottom of the pyramid: The case of a Cameroonian music platform. Journal of Marketing Management, 37(9-10), 887-913.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of marketing, 74(4), 15-30.
Blocker, C., Zhang, J. Z., Hill, R. P., Roux, C., Corus, C., Hutton, M., ... & Minton, E. (2022). Rethinking scarcity and poverty: Building bridges for shared insight and impact. Journal of Consumer Psychology.
Goldsmith, K., Griskevicius, V., & Hamilton, R. (2020). Scarcity and consumer decision making: Is scarcity a mindset, a threat, a reference point, or a journey?. Journal of the Association for Consumer Research, 5(4), 358-364.
Roux, C., Goldsmith, K., & Bonezzi, A. (2015). On the psychology of scarcity: When reminders of resource scarcity promote selfish (and generous) behavior. Journal of consumer research, 42(4), 615-631.
Mandel, N., Rucker, D. D., Levav, J., & Galinsky, A. D. (2017). The compensatory consumer behavior model: How self-discrepancies drive consumer behavior. Journal of Consumer Psychology, 27(1), 133-146.
Hagerty, S. F., & Barasz, K. (2020). Inequality in socially permissible consumption. Proceedings of the National Academy of Sciences, 117(25), 14084-14093.
Whillans, A., & West, C. (2022). Alleviating time poverty among the working poor: a pre-registered longitudinal field experiment. Scientific reports, 12(1), 1-17
Prahalad, C. K. (2012). Bottom of the pyramid as a source of breakthrough innovations. Journal of product innovation management, 29(1), 6-12
Bhattacharyya, A., & Belk, R. W. (2019). Consumer resilience and subservience in technology consumption by the poor. Consumption Markets & Culture, 22(5-6), 489-507
Tarafdar, M., Singh, R., & Anekal, P. (2013). Impact of ICT-enabled product and process innovations at the Bottom of the Pyramid: a market separations perspective. Journal of Information Technology, 28(4), 279-295.
Arunachalam, S., Bahadir, S. C., Bharadwaj, S. G., & Guesalaga, R. (2020). New product introductions for low-income consumers in emerging markets. Journal of the Academy of Marketing Science, 48, 914-940.
Shepherd, D. A., Parida, V., & Wincent, J. (2021). Entrepreneurship and poverty alleviation: the importance of health and children’s education for slum entrepreneurs. Entrepreneurship Theory and Practice, 45(2), 350-385.
Beninger, S., & Robson, K. (2015). Marketing at the base of the pyramid: Perspectives for practitioners and academics. Business Horizons, 58(5), 509-516
Jacob, J., Vieites, Y., Goldszmidt, R., & Andrade, E. B. (2022). Expected Socioeconomic-Status-Based Discrimination Reduces Price Sensitivity Among the Poor. Journal of Marketing Research, 59(6), 1083-1100.
Anderson, Stephen J., et al. "Modernizing Retailers in an Emerging Market: Investigating Externally Focused and Internally Focused Approaches." Journal of Marketing Research 59.3 (2022): 472-496.
Cova, B., Barès, F., & Nemani, A. (2021). Creating a brand community at the bottom of the pyramid: The case of a Cameroonian music platform. Journal of Marketing Management, 37(9-10), 887-913.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of marketing, 74(4), 15-30.
Contenuti
The modules of the course will cover the following topics:
What do we mean by Bottom of the Pyramid and Why do we care?
Incidental Scarcity and Compensatory consumption
Conditional Scarcity and Social Comparison
Episodic Scarcity and the Poverty Cycle
Chronic Scarcity and the Stigma that Comes with it
Innovation at the Bottom of the Pyramid
The Challenges of Digitalization and New Technologies at the BoP
Entrepreneurship at the Bottom of the Pyramid
How to Communicate at BoP
Pricing and Distribution Strategy at BoP
The Role of Brands at the BoP
Developing your Own Strategy
What do we mean by Bottom of the Pyramid and Why do we care?
Incidental Scarcity and Compensatory consumption
Conditional Scarcity and Social Comparison
Episodic Scarcity and the Poverty Cycle
Chronic Scarcity and the Stigma that Comes with it
Innovation at the Bottom of the Pyramid
The Challenges of Digitalization and New Technologies at the BoP
Entrepreneurship at the Bottom of the Pyramid
How to Communicate at BoP
Pricing and Distribution Strategy at BoP
The Role of Brands at the BoP
Developing your Own Strategy
Risultati di Apprendimento Attesi
By the end of this course students will be able to:
Knowledge and understanding
Interpret the concepts of incidental, conditional, episodic and chronic scarcity
Recognize successful elements in developing products and services for consumers at the Bottom of the Pyramid (BoP)
Explain how to develop a marketing strategy, including a pricing and distribution strategy at BoP
Applying knowledge and understanding
Execute and implement interviews to assess how consumers cope with different types of scarcity in everyday life
Contrast the stereotypical idea of poor consumer
Differentiate and decide a successful strategy to address the target’s needs.
Develop a new product and justify the decision for a strategy
Making Judgements
Compare different consumers’ habits depending on their relation with scarcity
Criticize and compare existing marketing strategies (e.g., communication, pricing, and distribution) of companies operating at the BoP
Judge the key elements of an innovation at the BoP
Communication Skills
Summarize and present the key findings of an analysis in an effective way
Elaborate a strategy for the launch of a new product
Present a strategy in an effective way
Learning Skills
Propose actionable solutions for a company
Exhibit understanding of the key concepts related to the module
Knowledge and understanding
Interpret the concepts of incidental, conditional, episodic and chronic scarcity
Recognize successful elements in developing products and services for consumers at the Bottom of the Pyramid (BoP)
Explain how to develop a marketing strategy, including a pricing and distribution strategy at BoP
Applying knowledge and understanding
Execute and implement interviews to assess how consumers cope with different types of scarcity in everyday life
Contrast the stereotypical idea of poor consumer
Differentiate and decide a successful strategy to address the target’s needs.
Develop a new product and justify the decision for a strategy
Making Judgements
Compare different consumers’ habits depending on their relation with scarcity
Criticize and compare existing marketing strategies (e.g., communication, pricing, and distribution) of companies operating at the BoP
Judge the key elements of an innovation at the BoP
Communication Skills
Summarize and present the key findings of an analysis in an effective way
Elaborate a strategy for the launch of a new product
Present a strategy in an effective way
Learning Skills
Propose actionable solutions for a company
Exhibit understanding of the key concepts related to the module
Criteri Necessari per l'Assegnazione del Lavoro Finale
Active attendance at the course.
Quality of the proposed issue for the thesis.
Quality of the proposed issue for the thesis.
Corsi
Corsi
STRATEGIC MANAGEMENT
Laurea Magistrale
2 anni
No Results Found
Persone
Persone
Altro personale docente
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