Disruptive innovation in low-income contexts: challenges and state-of-the-art national research in marketing

Abstract

The low-income market has become the focus of many companies since the economic growth of emerging countries has been highlighted nationally and internationally. Thus, the development of innovations for this segment has also become a central issue in academia and management. Literature on disruptive innovation presents assumptions that justify its analysis in light of the low-income market. Thus, this article analyzes the concept of disruptive innovation in this market. For this purpose, the article is divided into two parts: the first focuses on a theoretical review of disruptive innovation, whilst the second presents a review of national publications dealing with this concept. The national literature review shows that few studies have been concerned with addressing these concepts in Business Administration and Marketing, especially considering aspects of the low-income context.

Socially inclusive renewable energy transition in sub-Saharan Africa: A social shaping of technology analysis of appliance uptake in Rwanda

“…Donner, (2006) especially to reduce the gendered disparity in its ownership (as illustrated in Fig 5), and to foster ICT-driven sustainable development. Better access to ICT-devices, especially for women, would empower them and help them build a more resilient rural-business network, which is crucial for disruptive innovation in resourceconstrained and low-income communities (Nogami & Veloso, 2017). Appliance uptake as per the Ubudehe categories in EICV5 dataset (n = 14,580) [note: 'Don't know' category is a mixed category where the respondents did not know their Ubudehe category, as per the EICV5 datasheet (NISR, 2018)]…”

Innovation in the subsistence marketplace: an analysis considering multiple concepts and approaches

“…Disruptive innovations are primarily traded in emerging markets because their characteristics do not attract consumers of traditional markets or from higher social classes (Nogami & Veloso, 2017). Therefore, a company's marketing department has more responsibility for disruptive technologies than the technology and R&D department.…”

Destruição criativa, inovação disruptiva e economía compartilhada: uma análise evolucionista e comparativa

“…Pressupõe-se então que as inovações disruptivas primeiramente são comercializadas em mercados emergentes, pois suas características não atendem aos consumidores dos mercados tradicionais, ou das classes abastadas (Govindarajan & Trimble, 2009;Hang, Chen, & Subramian, 2010;Nogami, Vieira & Veloso, 2018). Portanto, a área de marketing possui mais responsabilidade sobre as tecnologias disruptivas do que o próprio setor de tecnologia e pesquisa e desenvolvimento (Yu, & Hang, 2010;Nogami & Veloso, 2017). Identificar necessidades não atendidas e desenvolver soluções não tradicionais aos consumidores, são responsabilidades atribuídas à área de marketing.…”