Innovation in the subsistence marketplace: an analysis considering multiple concepts and approaches

Abstract

Purpose The purpose of this paper is to explore the different concepts of innovation in the subsistence marketplace from top-down and bottom-up approaches. This study analyzes the literature on the theme and identified research gaps by constructing a framework based on approaches and innovation concepts, which can guide future research efforts. Additionally, this paper presents two case studies, which can improve the way innovation is developed and diffused in the subsistence marketplace. Design/methodology/approach Through a literature review, this study develops a framework by analyzing innovation concepts in the subsistence marketplace (i.e. base of the pyramid innovation, disruptive innovation, frugal innovation, reverse innovation and inclusive innovation) in light of subsistence marketplace approaches (top-down and bottom-up). Findings The analysis showed critical research gaps, especially a lack of studies involving disruptive and frugal innovations from a bottom-up approach. This paper also concludes that the top-down approach is more common than the bottom-up one. To fill these gaps, this study presents two business plans by illustrating disruptive innovation vs bottom-up approach and frugal innovation vs bottom-up approach. Originality/value The use of real business plans to illustrate proposals having an actual impact on subsistence marketplace regions sheds light on how to address these challenges. By doing so, this paper intends to fill the theoretical gap in disruptive and frugal innovations within a bottom-up approach to promote the development and diffusion of different types of innovation in the subsistence marketplace, and thus provide solutions to alleviate poverty.

25 anos de pesquisa na base da pirâmide: um estudo bibliométrico

“…In turn, the third group represents a trend in scientific research to deepen the role of innovation in sustainable development. The authors focused on the different concepts of innovation in the subsistence market and on the adoption of innovation in the low-income market Nogami & Veloso, 2021), as well as the analysis of the enablers characteristics (internal and external) of innovation for the BoP in the Brazilian context (Lacerda & Machado, 2019). It is also worth mentioning the work of , who investigated how organizations seek to increase competitiveness through stakeholder engagement in the context of sustainability and innovation.…”

“…Por sua vez, o terceiro grupo representa uma tendência nas pesquisas científicas para aprofundar o papel da inovação no desenvolvimento sustentável. Os autores focaram nos diferentes conceitos de inovação no mercado de subsistência e na adoção da inovação no mercado de baixa renda Nogami & Veloso, 2021), bem como na análise das características dos habilitadores (interno e externo) de inovação para a BoP no contexto brasileiro (Lacerda & Machado, 2019). Vale citar também o trabalho de , que investigou como as organizações buscam aumentar a competitividade por meio do engajamento dos stakeholders no contexto da sustentabilidade e inovação.…”