“…Thus, this paper is based on the paucity of FI in the context of MSEs at the BOP (Roundy, 2017;Hossain, 2020;Matos and Hall, 2020;Wierenga, 2020), whose environment is fraught with complexities, uncertainties and resource constraints that create barriers for entrepreneurship (Abdallah, 2017;Gebauer et al, 2017;Jard on and Tañski, 2018). This study also takes into account a challenging gap related to the need to understand how innovation emerges even in a resource-constrained environment (Solhi and Koshkaki, 2016), aiming to create value for the BOP consumer (Agarwal et al, 2017;Annala et al, 2018;Howell et al, 2018).…”