Marketing to subsistence consumers: Lessons from practice

Weidner, Kelly; Rosa, José Antônio; Viswanathan, Madhu

doi:10.1016/j.jbusres.2009.02.022

Cited by 151 publications

(136 citation statements)

References 11 publications

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“…In this view, the successful MNCs at the BOP are those who are able to create alliances and partnerships with NGO and civil society representatives. This "second wave" of BOP literature encourages MNCs to penetrate BOP markets through local intermediaries (e.g., NGOs, local firms, community based organizations), that are embedded in the local settings and have a better understanding of the local specificities [52][53][54][55][56][57].…”

Section: The Research Agenda Emerging From the Bop: Who Innovates Formentioning

confidence: 99%

Crafting Sustainable Development Solutions: Frugal Innovations of Grassroots Entrepreneurs

2016

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Abstract:A shift in the entrepreneurial landscape is taking place brought about by grassroots innovators with little formal education and technological knowhow, living and working in penurious environments. This research represents an emerging third wave of literature on Bottom of the Pyramid innovation, where products are offered for and by the underserved. Using primary and secondary data derived from four cases of grassroots entrepreneurs in the Indian Subcontinent, the study explores the phenomenon where resource scarce entrepreneurs craft solutions that are environmental friendly, with low overall ownership costs, and use locally available material. We argue that the grassroots phenomenon can be fruitfully exploited to achieve the new Sustainable Development Goals proposed by the UN as a post-2015 strategy for the future of global governance. These innovations might have a tremendous impact not only in terms of serving unmet and ignored consumer needs, but also longer term impacts through enhanced productivity, sustainability, poverty reduction and inclusion promotion.

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Section: The Research Agenda Emerging From the Bop: Who Innovates Formentioning

confidence: 99%

Crafting Sustainable Development Solutions: Frugal Innovations of Grassroots Entrepreneurs

2016

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“…Other authors (e.g. London & Hart, 2004;London & Anupindi (2011) Ramachandran, Pant, & Pani, 2012Viswanathan & Sridharan, 2012;Weidner, Rosa, & Viswanathan, 2010) have updated this narrative by suggesting successful initiatives at the BOP require a strong commitment to establishing 'BOP alliances' and participatory ventures with local actors and institutions, with the aim of creating legitimation among beneficiaries and create 'innovation ecosystems of support for inclusive innovation and social entrepreneurship' (Sonne, 2012).…”

Section: Theoretical Foundationsmentioning

confidence: 99%

Framing resource-constrained innovation at the ‘bottom of the pyramid’: Insights from an ethnographic case study in rural Bangladesh

Pansera

Owen

2015

Technological Forecasting and Social Change

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Resource constrained-innovation at the so-called 'Bottom of the Pyramid' (BOP) in developing countries has attracted the attention of a growing number of scholars, who present different and sometimes conflicting narratives within which such innovation is framed. These variously frame innovation as supporting the opening up of new markets in the BOP (the 'poor as consumers') where multi-national companies are key actors, or grassroots, indigenous innovation aimed primarily at social and environmental goals, such as inclusion, empowerment and sustainability. These narratives are however largely theoretical in nature, with only limited empirical evidence from the field. We present the results of an ethnographic study in rural Bangladesh in which we explored the framing and dynamics of resource constrained innovation. We found that rather than following any one particular narrative presented in the literature, innovation framings merge and co-exist through a process of hybridisation. Our research suggests that further empirical study of such processes of hybridisation in the field could be valuable for understanding resource-constrained innovation and associated social change at the BOP. This may have broader relevance for a world where resource constraint may become an increasingly ubiquitous phenomenon.

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“…Furthermore, the absence of specialized business actors and intermediaries in SM business ecosystems means that local partners' access to sources of financing exist will be very limited in any case Weidner, Rosa, and Viswanathan, 2010). In short, equity as a hostage will be both less desirable and less available in SMs, depending on the institutional distance between the SM-specific institutions and external institutions.…”

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confidence: 99%

Bridging the institutional divide: Partnerships in subsistence markets

Rivera‐Santos

Rufín

Kolk

2012

Journal of Business Research

163

147

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Marketing to subsistence consumers: Lessons from practice

Cited by 151 publications

References 11 publications

Crafting Sustainable Development Solutions: Frugal Innovations of Grassroots Entrepreneurs

Crafting Sustainable Development Solutions: Frugal Innovations of Grassroots Entrepreneurs

Framing resource-constrained innovation at the ‘bottom of the pyramid’: Insights from an ethnographic case study in rural Bangladesh

Bridging the institutional divide: Partnerships in subsistence markets

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