Understanding the feasibility and value of grassroots innovation

New perspectives on business model innovations in emerging markets

“…Per Borah et al (2019), "While we do believe that our findings will be generalizable across other emerging markets, retesting in other emerging markets may provide additional insights." Gupta's (2019) research is set in India, and makes the following qualification, "It would be thoughtprovoking to comprehend how different cultures across emerging markets impact the relationships in the framework." Badir et al conduct their study in Vietnam.…”

“…For (E-IMA), this will necessitate some form of multi-method data collection and methodology. Gupta (2019), acknowledging that the conceptual framework of GRIs lacks empirical testing, writes, "Future research can develop a multidimensional scale for GRI and can empirically test and validate the proposed framework and measure the magnitudes of the moderators." Further, Malodia et al (2019) also acknowledge the importance of subjecting their proposed framework to empirical validation.…”

“…Undertaking a triangulation approach, the author then introduces, for the first time in marketing, a holistic conceptual framework of GRIs, which defines GRI as a multidimensional construct and identifies its relevant antecedents, moderators and outcomes. From a policy standpoint, the study provides what Gupta (2019) calls "a roadmap for the socio-economic development of the rural and semi-urban community," while also informing managers regarding capitalizing on GRIs.…”

“…As is clear from the research of Gupta (2019), Giannetta and Rubera (2019), Malodia et al (2019), and Badir et al (2019), understanding the unique properties of EMIs, including specific types of EMIS (grassroots innovation, employeelevel open innovation etc. ), is critical for retooling conventional knowledge on innovation in order to optimize business activities in emerging markets.…”

“…For example, Dass et al, in their research on Emerging Market International Marketing Alliances (E-IMAs), acknowledge the growing prevalence of "reverse E-IMA models, wherein companies from emerging markets are trying to lead market expansion efforts in developed markets (Gubbi et al 2012)." Gupta's (2019) research on grassroots innovations (GRI) also emphasizes the opportunity to examine GRIs within the context of developed markets-"NIF, in collaboration with different government and non-government bodies, has been working to turn GRIs from highly localized movements into a more widely reaching phenomenon"-and to "compare and contrast GRIs in the developed and emerging markets. "…”