EAN: 9783658051044

CONSUMER INNOVATION AT THE BASE OF THE PYRAMID ...

Approximately one-third of the world'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.

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