TY  - CHAP
AB  - Abstract Pro-poor innovations are innovations targeted at economically poor consumers. These innovations have the potential to improve consumer wellbeing. However, while take up of some such innovations has been rapid (e.g., mobile phones) take up of others has been slower (e.g., fuel efficient stoves). What explains why some pro-poor innovations fail and some succeed? While the literature on consumer innovation adoption in economically wealthy countries is vast, there is very little literature in the context of the “bottom-of-the-pyramid” (BoP) and subsistence marketplaces. This chapter aims to begin answering this question through a review of the extant literature in the area of consumer innovation adoption, which is integrated with literature in the area of consumption within subsistence marketplaces and the BoP. A conceptual model is proposed which outlines key parameters for marketers and managers. The chapter closes by outlining implications and a future research agenda.
SN  - 978-1-78714-556-6, 978-1-78714-555-9/
DO  - 10.1108/978-1-78714-555-920181007
UR  - https://doi.org/10.1108/978-1-78714-555-920181007
AU  - Lowe Ben
AU  - Hasan Md. Rajibul
AU  - Jose Saju Valliara
ED  - Ramendra Singh
PY  - 2018
Y1  - 2018/01/01
TI  - A Conceptual Model of Pro-poor Innovation Adoption in the BoP and Subsistence Marketplaces
T2  - Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets
T3  - Marketing in Emerging Markets
PB  - Emerald Publishing Limited
SP  - 111
EP  - 133
Y2  - 2024/04/25
ER  -