Innovation Intensity and Adoption at the Base of the Pyramid Market: A Study of Household Appliances
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2015.v7i1.179Keywords:
Base of the Pyramid. Innovation Adoption. Innovation Intensity.Abstract
The paper analyzes the innovation intensity and adoption characteristics at the base of the pyramid market. The innovation intensity is configured as radical and incremental, while the innovation adoption is configured as early and tardy. As an empirical approach it was conducted a study type survey. Data analysis is based on non-parametric statistics. The results indicate that the base of the pyramid consumers is characterized by adopting incremental innovations tardily, as pointed out by the literature. Furthermore, it was also observed that women have greater decision-making power in the families of this segment.
Downloads
References
Anderson, J., & Billou, N. (2007). Serving the world's poor: innovation at the base of the economic pyramid. Journal of Business Strategy, 28(2), 14-21.
Anderson, J., & Markides, C. (2007). Strategic innovation and the base of the pyramid. MIT Sloan Management Review, 49(1), 83-88.
Antioco, M., & Kleijnen, M. (2010). Consumer adoption of technological innovations: Effects of psychological and functional barriers in a lack of content versus a presence of content situation. European Journal of Marketing, 44(11/12), 1700-1724.
Azevedo, M., & Mardegan, E. (2009). O Consumidor de Baixa Renda: entenda a dinâmica de consumo da nova classe média brasileira. Rio de Janeiro: Elsevier.
Barki, E., & Parente, J. (2006). Consumer behaviour of the base of the pyramid market in Brazil. Greener Management International, 2006(56), 11-23.
Barros, C. & Rocha, E. (2009). Lógica de consumo em um grupo das camadas populares: uma visão antropológica de significados culturais In: Rocha, A., & Silva, J. F. (2009). Consumo na base da pirâmide: estudos brasileiros. Mauad X.
Berti, A. F. & Bitencour, C. C. (2012). A dinâmica das competências organizacionais na operação de venda de calçados por catálogo: o caso da Azaleia, Colômbia. Revista Espacios, 33(4), p.5.
Campbell, G., & Skillings, J. H. (1985). Nonparametric stepwise multiple comparison procedures. Journal of the American Statistical Association,80(392), 998-1003.
Hemais, M. W., Casotti, L. M., & Rocha, E. P. G. (2013). Hedonismo e Moralismo: consumo na base da pirâmide. RAE-Revista de Administração de Empresas, 53(2), 199-207.
IBGE. POF - Pesquisa de Orçamentos Familiares (2008). Disponivel em: <http://www.sidra.ibge.gov.br/bda/orcfam/default.asp?t=4&z=t&o=23&u1=1&u2=1&u3=1&u4=1&u5=1&u6=1>. Acesso em: 24 Julho 2013.
Kaplinsky, R., & Keynes, M. (2011). Bottom of the pyramid innovation and pro-poor growth. PRMED Division, World Bank, Milton Keynes: The Open University.
Kuczmarski, T. D. (2003). What is innovation? And why aren’t companies doing more of it?. Journal of consumer marketing, 20(6), 536-541.
Leifer, R., O’CONNOR, G. C., & Rice, M. (2002). A implementação de inovação radical em empresas maduras. Revista de Administração de Empresas, 42(2), 17-30.
Levitt, T. (1990). A imaginação de marketing. Atlas.
Moreira, D. A., & Queiroz, A. C. S. (2007). Inovação organizacional e tecnologia. Thomson.
Nascimento, P. T. S., Yu, A. S. O., & Sobral, M. C. (2008). As orientações estratégicas da inovação em produtos populares. RAC-Revista de Administração Contemporânea, 12(4), 907-930.
Nakata, C., & Weidner, K. (2012). Enhancing new product adoption at the base of the pyramid: a contextualized model. Journal of Product Innovation Management, 29(1), 21-32.
Neter, J., Kutner, M. H., Nachtsheim, C. J. & Wasserman, W. (1996). Applied linear statistical models. (4 ed.). McGraw-Hill, 1996.
Nogami, V. K. C. & Pacagnan, M. N. (2012). Produção Acadêmica sobre o Consumo na Base da Pirâmide na Área de Marketing: uma Pesquisa Bibliométrica. Revista ADM. MADE, 15(3), 100-122.
Nogami, V. K. C., Vieira, F. G. D., & Medeiros, J. (2012). Reflexões acadêmicas e de mercado para o Marketing na base da pirâmide. Revista de Negócios, 17(4), 55-73.
Nogami, V. K. C. & Vieira, F. G. D. (2014). Tangibilidade e intangibilidade do conceito de inovação em produtos eletrodomésticos no mercado de baixa renda. In: Ruiz, M. S., Kniess, C. T., Teixeira, C. E. (Org.). O Setor de Eletrônicos: aspectos técnicos, econômicos, regulatórios e ambientais.
ªed.São Paulo: UNINOVE .
Nogami, V. K. C., Vieira, F. G. D., & Medeiros, J. (2013). Perspectiva Social e Tecnológica da Inovação no Mercado de Baixa Renda. In XVI Seminários em Administração – Semead, 2013, São Paulo. Anais... São Paulo: FEA-USP.
Parente, J., Miotto, A., & Barki, E. (2007). Pólos comerciais de rua. GV executivo, 6(6) p. 49-54.
Parente, J. G. & Barki, E. Valor no Varejo direcionado ao segmento de baixa renda In: Parente, J., Limeira, T. M., & Barki, E. (2008). Varejo para a baixa renda. Porto Alegre: Bookman.
Prahalad, C. K. (2005). The fortune at the bottom of the pyramid: Eradicating poverty through profits. Upper Saddle River: Wharton School Publishing.
Prahalad, C. K. & Hart, S. (2002). The Fortune at the Bottom of the Pyramid. Strategy+ Business, 26, 54-67.
Prahalad, C. K. (2012). Bottom of the Pyramid as a Source of Breakthrough Innovations. Journal of Product Innovation Management, 29(1), 6-12.
Prahalad, C. K. & Hammond, A. (2002). Serving the world's poor, profitably. Harvard business review, 80(9), 48-59.
PRAHALAD, C. K. (2006) The innovation sandbox. Strategy and Business 44 p. 1-11.
Prajogo, D. I., & Ahmed, P. K. (2006). Relationships between innovation stimulus, innovation capacity, and innovation performance. R&D Management, 36(5), 499-515.
Rocha, A. D., & Silva, J. F. D. (2008). Inclusão social e marketing para a base da pirâmide: uma agenda de pesquisa. RAE eletrônica, 7(2) Art. 23.
Rogers, E. (2003). Diffusion of Innovation. 5ed. New York: Free Press.
Schumpeter, J. A. (1984). Capitalismo, socialismo e democracia. Rio de Janeiro: Zahar Editora, 1984.
Siegel, S. (1975). Estatística não-paramétrica para as ciências do comportamento. São Paulo: McGraw-Hill.
Slappendel, C. (1996). Perspectives on innovation in organizations. Organization Studies, 17(1), 107-129.
Sobral, M. C., Oliva, F. L., Yu, A. S. O., de Hildebrand, C. C., & dos Santos, G. S. A. (2007). Desenvolvimento de produto popular: estratégia, inovação e decisão. Revista de Ciências da Administração, 9(19), 81-102.
Tidd, J., Bessant, J., & Pavitt, K. (2008). Gestão da inovação. Bookman.
Viswanathan, M.; Shultz, C. J. & Sridharan, S. (2014). Introduction to the Special Issue on Subsistence Marketplaces: From Micro-Level Insights to Macro-Level Impact. Journal of Macromarketing, 0276146714522266.
Viswanathan, M. & Rosa, J. A. (2010). Understanding Subsistence Marketplaces: Toward Sustainable Consumption and Commerce for a Better World. Journal of Business Research, 63(6), 535-537.
Viswanathan, M.; Rosa, J. A., & Ruth, J. A. (2010). Exchanges in marketing systems: The case of subsistence consumer-merchants in Chennai, India. Journal of Marketing, 74(3), 1-17.
Viswanathan, M., & Sridharan, S. (2012). Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in India. Journal of Product Innovation Management, 29(1), 52-69.
Varadarajan, R. (2009). Fortune at the bottom of the innovation pyramid: The strategic logic of incremental innovations. Business Horizons, 52(1), 21-29.
Wolfe, R. A. (1994). Organizational innovation: Review, critique and suggested research directions. Journal of management studies, 31(3), 405-431.
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
2. The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
3. The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
4. The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
5. Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 internacional, which allows the work to be shared with recognized authorship and initial publication in this journal.
6. Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
7. Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
• 8. Authors are able to use ORCID is a system of identification for authors. An ORCID identifier is unique to an individual and acts as a persistent digital identifier to ensure that authors (particularly those with relatively common names) can be distinguished and their work properly attributed.
