Role of innovation in social value creation at bottom of the pyramid

Amanpreet Singh and Lalit Mohan Kathuria

International Journal of Business Innovation and Research, 2017, vol. 13, issue 1, 68-91

Abstract: Many multi-national corporations (MNCs) are turning to emerging markets (EMs), due to stagnation and slow growth in the developed markets. In EMs, there is an untapped market called bottom of the pyramid, which is the largest and the fastest growing segment in the entire world. There is a big scope for MNCs to achieve success in EMs by focusing on innovation at BOP. The main objective of this paper is to identify and understand innovation dimensions that lead to social value creation in a BOP market. To achieve the above mentioned objective, the case studies from published literature were selected. We also draw on emerging research on BOP from the innovation and social entrepreneurship fields as well as from social value creation. The literature on marketing to the bottom of the pyramid was extensively reviewed and dimensions of innovation and social value creation at BOP were identified. Authors established relationships between these identified dimensions of innovation and social value creation in the form of research propositions. Finally, a model depicting relationships between above mentioned variables has been proposed. At the end, we have discussed some important implications for both theory and practice.

Keywords: bottom of the pyramid; BOP; innovation; social value creation; multinational corporations; MNCs; multinationals; emerging markets; social entrepreneurship. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=83267 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:13:y:2017:i:1:p:68-91

Access Statistics for this article

More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().