Understanding the feasibility and value of grassroots innovation

Shaphali Gupta ()
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Shaphali Gupta: Management Development Institute Gurgaon

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 5, No 8, 965 pages

Abstract: Abstract Grassroots innovation (GRI) that meets the needs of people at the bottom of the pyramid is driven typically by economically disadvantaged people who find practical and creative solutions using indigenous knowledge to solve their localized problems. In this study, we propose a comprehensive framework to describe factors contributing to the feasibility and value of GRI in society. By employing a triangulation approach, we identify the drivers of GRI, develop and define GRI as a multidimensional construct, explain the outcomes, and suggest the moderating factors conducive to GRI success. We then discuss and develop research propositions on the various proposed relationships in the GRI framework. In addition to setting up a foundation for a future research stream based on GRI, this study provides implications for policymakers, mainstream firms, and co-operative societies/non-profit organizations to realize the financial, environmental, and societal benefits from GRI.

Keywords: Grassroots innovation; Social inclusion; Sustainability; Bottom of the pyramid (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s11747-019-00639-9

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