Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid
This paper aims to analyze the dynamic of innovation in services for consumers at the bottom of the pyramid (BoP). For this purpose, a framework composed of innovation dimensions, capabilities and infrastructure was developed. To assess the framework behavior...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2017-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123053350004 |
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| _version_ | 1825207240919875584 |
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| author | Gibson Meira Oliveira André Gustavo Carvalho Machado |
| author_facet | Gibson Meira Oliveira André Gustavo Carvalho Machado |
| author_sort | Gibson Meira Oliveira |
| collection | DOAJ |
| description | This paper aims to analyze the dynamic of innovation in services for consumers at the bottom of the pyramid (BoP). For this purpose, a framework composed of innovation dimensions, capabilities and infrastructure was developed. To assess the framework behavior in the business practice, a case study was carried out in a retail firm operating in Brazil’s Northeast region whose target consumers are at the BoP. The results showed adherence of the proposed framework to the dynamics of innovation conducted by the studied firm. Considering the theoretical- academic perspective, the framework helps explain the interaction between dimensions, capabilities, and elements of the market infrastructure. As for its practical relevance, it explains how service innovations occur and how to adapt them to the BoP market. In addition, as the structure of the proposed framework includes both external and internal elements, innovation is then considered from different perspectives. |
| format | Article |
| id | doaj-art-2203b44b48bd4cc0ac5f5c1d035eee2c |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2017-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-2203b44b48bd4cc0ac5f5c1d035eee2c2025-02-06T23:39:32ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2017-01-01146609623Dynamic of Innovation in Services for Consumers at the Bottom of the PyramidGibson Meira OliveiraAndré Gustavo Carvalho MachadoThis paper aims to analyze the dynamic of innovation in services for consumers at the bottom of the pyramid (BoP). For this purpose, a framework composed of innovation dimensions, capabilities and infrastructure was developed. To assess the framework behavior in the business practice, a case study was carried out in a retail firm operating in Brazil’s Northeast region whose target consumers are at the BoP. The results showed adherence of the proposed framework to the dynamics of innovation conducted by the studied firm. Considering the theoretical- academic perspective, the framework helps explain the interaction between dimensions, capabilities, and elements of the market infrastructure. As for its practical relevance, it explains how service innovations occur and how to adapt them to the BoP market. In addition, as the structure of the proposed framework includes both external and internal elements, innovation is then considered from different perspectives.http://www.redalyc.org/articulo.oa?id=123053350004bottom of the pyramidinnovation in servicesretail |
| spellingShingle | Gibson Meira Oliveira André Gustavo Carvalho Machado Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid BBR: Brazilian Business Review bottom of the pyramid innovation in services retail |
| title | Dynamic of Innovation in Services for Consumers at the
Bottom of the Pyramid |
| title_full | Dynamic of Innovation in Services for Consumers at the
Bottom of the Pyramid |
| title_fullStr | Dynamic of Innovation in Services for Consumers at the
Bottom of the Pyramid |
| title_full_unstemmed | Dynamic of Innovation in Services for Consumers at the
Bottom of the Pyramid |
| title_short | Dynamic of Innovation in Services for Consumers at the
Bottom of the Pyramid |
| title_sort | dynamic of innovation in services for consumers at the bottom of the pyramid |
| topic | bottom of the pyramid innovation in services retail |
| url | http://www.redalyc.org/articulo.oa?id=123053350004 |
| work_keys_str_mv | AT gibsonmeiraoliveira dynamicofinnovationinservicesforconsumersatthebottomofthepyramid AT andregustavocarvalhomachado dynamicofinnovationinservicesforconsumersatthebottomofthepyramid |