Branding and Positioning in Base of the Pyramid Markets in Africa

Blankson, Charles; Coffie, Stanley

doi:10.4324/9781351038065

Cited by 5 publications

(1 citation statement)

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“…The base of the pyramid (BOP) markets has been researched significantly by management researchers, including international business (IB) researchers, since Prahalad coined the term in 2002 (e.g., Kandachar and Halme, 2017;Dembek et al, 2020;Leposky et al, 2020). Due to the prominence and visibility of the BOP population segment in Africa, it is one of the most studied geographical contexts within this research stream (e.g., Blankson and Coffie, 2019;Dembek et al, 2020). So far, extant research on BOP markets in Africa has focused chiefly on the operation of large multinational enterprises (MNEs) or local players, while micro enterprises have received limited attention.…”

Section: Introductionmentioning

confidence: 99%

A bricolage perspective on construction innovation in a BOP market: evidence from a Finnish family-owned micro-enterprise

Kamara¹,

Arslan²,

Kontkanen³

et al. 2022

Research Handbook on Innovation in International Business

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This chapter is one of the few studies focusing on construction innovation in the base of the pyramid (BOP) markets by foreign microenterprise, as most prior research focuses either on large multinational enterprises or, in some cases, medium-sized enterprises. Based on a case study of a Finnish family-owned microenterprise that offers affordable housing and construction solutions in Zambia, we found the nexuses of co-creation and co-ownership and social bricolage to play an essential role in offering locally customised innovative solutions in the BOP market. We also found technology and skills transfer to play a key role in mutual value creation and innovation. Finally, we also found the reassuring impact of such customised construction innovations on local communities and suppliers-especially in relation to sourcing locally produced sustainable materials.

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Section: Introductionmentioning

confidence: 99%