Consumer Innovation at the Base of the Pyramid

Consumer Innovation at the Base of the Pyramid

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Approximately one-third of the worlda€™s population lives in poverty at the global Base of the economic Pyramid (BoP). Sarah Friderieke Praceus quantitatively investigates patterns and characteristics of a large sample of innovations developed by people living at the BoP in India. Differences and commonalities versus consumer innovations from the developed world are assessed and effects of innovation-relevant resources and contextual factors on the innovative outcomes are examined. The findings indicate that poor consumer innovators and their wealthier counterparts share similar stable demographic predispositions and preferences while the phenomenon adapts to the specific resource-scarce context and different living conditions at the BoP. Finally, user innovation research from developed markets appears not to be entirely transferable to subsistence markets.If either the need or problem-solving related information is relatively sticky, innovation-related problem-solving will rather take place at the locus of the sticky information (von Hippel 1994; Ogawa 1998). High costs associated for example withanbsp;...

Title:Consumer Innovation at the Base of the Pyramid
Author:Sarah Praceus
Publisher:Springer Science & Business Media - 2014-04-09


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