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Article
Publication date: 13 October 2023

Bianca Maria van Niekerk, Mornay Roberts-Lombard and Nicole Cunningham

This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market…

Abstract

Purpose

This study aims to explore the impact of store atmospherics on urban bottom-of-the-pyramid consumers’ behavioural intentions to purchase apparel in an emerging African market context. This study also considers purchase antecedents to attitude, perceived behavioural control and social norms as determinants of urban bottom-of-the-pyramid consumers’ apparel behavioural intentions.

Design/methodology/approach

Using non-probability sampling, specifically purposive and interlocking sampling, data collection was secured from 881 economically active Namibian urban bottom-of-the-pyramid respondents through interviewer-administered questionnaires. Covariance-based structural equation modelling assessed the significant relationships among all constructs in the conceptual model.

Findings

This study found that for favourable apparel behavioural intentions of urban bottom-of-the-pyramid consumers to occur, apparel retailers should emphasise trust, perceived awareness and self-identity through apparel assortment and groupings, easy-to-read visible signage, together with competent, friendly and respectful sales personnel in their store atmospherics.

Practical implications

The findings of this study may guide apparel retailers in other emerging African markets to develop regional integration, market-based solutions and inclusive economic growth focusing on “non-essential” products, such as apparel, among urban bottom-of-the-pyramid consumers.

Originality/value

This study expands the intellectual boundaries of urban bottom-of-the-pyramid consumers’ behavioural intentions towards “non-essential” products. The theoretical framework supports the integration of both the stimulus-organism-response model and the theory of planned behaviour into one single model for empirical investigation. Additionally, adopting a novel theoretical framework helped identify the impact of store atmospherics from a bottom-of-the-pyramid perspective in an emerging African market context, such as Namibia.

Details

European Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0955-534X

Keywords

Open Access
Article
Publication date: 14 February 2023

Amber Y. Chang and Yalan Xu

Driving economic development at the bottom of the pyramid (BOP) is an enduring global challenge. While the market-based approach places hope on entrepreneurship as a major impetus…

1110

Abstract

Purpose

Driving economic development at the bottom of the pyramid (BOP) is an enduring global challenge. While the market-based approach places hope on entrepreneurship as a major impetus to drive the underdeveloped economy, the performance of entrepreneurial businesses and their impact on poverty reduction are sometimes below expectations. This paper seeks to examine the factors that may be hindering entrepreneurship within the BOP context. This paper presents preliminary answers and provides research suggestions related to this question.

Design/methodology/approach

In order to identify the reasons behind the underperformance of entrepreneurship at the BOP, a comprehensive literature review was conducted to see what is already known about this puzzle.

Findings

By reviewing extant literature, four clusters of factors were found to shape entrepreneurial activities at BOP: (1) Individual-level factors may be restraining entrepreneurial activities within BOP context, (2) gender inequality at BOP is hindering female entrepreneurship, (3) insufficient institutional support is holding back entrepreneurial activities in BOP and (4) business development initiatives are making multi-faceted impacts on entrepreneurial activities in BOP.

Originality/value

This paper contributes to theory in that it is the first comprehensive review of literature on constraints of entrepreneurship in the context of BOP. In investigating influential factors of entrepreneurial success in the BOP context, the authors recognize four major influential forces that are shaping entrepreneurial processes at the bottom of the pyramid and further propose three directions of future research that are worthy for further exploration.

Details

New England Journal of Entrepreneurship, vol. 26 no. 2
Type: Research Article
ISSN: 2574-8904

Keywords

Article
Publication date: 22 August 2023

Ashish Gupta, Ajay Kumar and Esubalew Melese

This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage…

Abstract

Purpose

This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention.

Design/methodology/approach

A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model.

Findings

The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce.

Practical implications

This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms.

Originality/value

This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.

Details

Young Consumers, vol. 24 no. 6
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 1 December 2023

Arunava Dalal, Subhajit Bhattacharya and Subrata Chattopadhyay

The handicraft sector is unorganized with huge potential for the economic upliftment of the bottom of the pyramid (BOP) craft producers. To ensure the sustainable livelihood of…

Abstract

Purpose

The handicraft sector is unorganized with huge potential for the economic upliftment of the bottom of the pyramid (BOP) craft producers. To ensure the sustainable livelihood of the artisans living in BOP, it is essential to identify the hurdles being faced by them so that they can be worked upon. This paper aims to look at the existing handicraft value chain in an integrated way to identify these hurdles and suggest probable solutions to mitigate them.

Design/methodology/approach

A two-stage study involving quantitative and qualitative approaches is used. Empirical observations from 218 artisans were analyzed using the relative to an identified distribution to rank the different variables affecting the functioning of the handicraft value chain. Next, 17 handicraft entrepreneurs were interviewed to identify solutions for the hurdles.

Findings

A two-stage study examining the perspectives of artisans and handicraft entrepreneurs identified five significant challenges affecting the handicraft sector and viable solutions to address them. While presenting an operational model, a comprehensive picture of the handicraft business ecosystem was studied, from the procurement of raw materials to the marketing and sale of finished products. This can assist handicraft producers in sustaining their livelihoods and expanding the industry.

Originality/value

Studies on the handicraft value chain at BOP are rare, and none have tried to look at the sector holistically to find solutions and propose an operational framework. The study has captured the voices of the artisans and handicraft entrepreneurs and, through a mixed-method approach, identified the main pain points of the BOP artisans to arrive at a workable solution for better business outcomes.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6204

Keywords

Article
Publication date: 9 November 2023

Hailu Getnet, Aron O’Cass, Vida Siahtiri and Hormoz Ahmadi

This study aims to investigate the role of team problem-solving creativity in new product development (NPD) in the bottom-of-the-pyramid (BoP) in business-to-business firms. This…

Abstract

Purpose

This study aims to investigate the role of team problem-solving creativity in new product development (NPD) in the bottom-of-the-pyramid (BoP) in business-to-business firms. This study synthesizes perspectives from NPD, creativity and leadership to examine how work-related factors such as NPD managers’ role ambiguity and individual-related factors such as CEO’s ambidextrous leadership style interact to determine team problem-solving creativity and its effect on new product performance (NPP).

Design/methodology/approach

The hypotheses are tested using data from a multi-informant survey of 274 middle-level managers within 137 local BoP manufacturing firms in a sub-Saharan African country.

Findings

The results show that an NPD team’s ability to solve problems creatively determines NPP in BoP markets. The findings also show that NPD managers’ role ambiguity has a negative effect on team problem-solving creativity. However, a CEO’s ambidextrous leadership neutralizes the negative impact of role ambiguity on problem-solving creativity.

Originality/value

This study combines three distinct streams of literature, including NPD, creativity and leadership, to explore the antecedents and outcomes of problem-solving creativity. Drawing on creativity and leadership theories, this study reports that the success of creative idea exchanges depends heavily on a supportive environment for NPD team members and minimizing the NPD manager’s role ambiguity.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 6 November 2023

James Pérez-Morón, Ulf Thoene and Roberto García Alonso

This study aims to analyze the establishment of sustainable microfranchises by women victims of the conflict (WVC) entrepreneurs who suffered the consequences and impacts of the…

Abstract

Purpose

This study aims to analyze the establishment of sustainable microfranchises by women victims of the conflict (WVC) entrepreneurs who suffered the consequences and impacts of the longest-running internal conflict in the Americas. Additionally, this research seeks to underscore the transformative role of women entrepreneurs-for-peace (WE4P) in a post-peace agreement society.

Design/methodology/approach

This study seeks to contribute to theory building on sustainable business models (SBMs) at the base of the pyramid (BoP) theory from a single case study of the Colombian microfranchise TechOil. The theoretical sampling process guided the selection of data sources, which include semi-structured interviews, company and microfranchise donors’ reports, websites and external expert interviews to support the findings. The research adopts a framework of intro-entrepreneurship characteristics, ambiance, organization and sustainability.

Findings

TechOil offers a valuable case study for understanding how the phenomenon of microfranchise as an SBM spills over the BoP and promotes gender equality. The authors also developed a new SBM typology by extending the theory inductively.

Practical implications

The paper highlights WE4P and introduces microfranchises as a new SBM typology, offering insights into policy, practice and societal transformation in post-peace agreement zones.

Originality/value

The issue of WVC entrepreneurs in post-peace agreement settings remains under-reviewed and under-theorized. This study’s originality lies in introducing microfranchises as a new SBM typology, emphasizing the importance of gender equality and women’s roles in sustainable development and addressing the overlooked link between entrepreneurship and peace, contributing to global applicability.

Objetivo

Este estudio tiene como objetivo analizar el establecimiento de microfranquicias sostenibles por parte de emprendedoras Víctimas del Conflicto (WVC, por sus siglas en inglés) que sufrieron las consecuencias e impactos del conflicto interno más largo en América. Además, esta investigación busca resaltar el papel transformador de las mujeres emprendedoras por la paz (WE4P) en una sociedad posterior a un acuerdo de paz.

Diseño/metodología/enfoque

Este estudio busca contribuir a la construcción de teoría sobre modelos de negocios sostenibles - SBM según la teoría de la Base de la Pirámide - BoP a partir de un estudio de caso único de la microfranquicia colombiana TechOil. El proceso de muestreo teórico guió la selección de fuentes de datos, que incluyen entrevistas semiestructuradas, informes de la empresa y donantes de microfranquicias, sitios web y entrevistas con expertos externos para respaldar los hallazgos. La investigación adopta un marco de características introemprendedoras, ambiente, organización y sostenibilidad.

Hallazgos

TechOil ofrece un valioso estudio de caso para comprender cómo el fenómeno de la microfranquicia como SBM se extiende más allá de la BoP y promueve la igualdad de género. Los autores también desarrollaron una nueva tipología de SBM al extender la teoría de manera inductiva.

Implicaciones

El artículo destaca a las WE4P e introduce las microfranquicias como una nueva tipología de SBM, ofreciendo ideas sobre política, práctica y transformación social en zonas posteriores a un acuerdo de paz.

Originalidad

El tema de las emprendedoras WVC en contextos posteriores a un acuerdo de paz sigue siendo poco estudiado y teorizado. La originalidad de este artículo radica en introducir las microfranquicias como una nueva tipología de SBM, enfatizando la importancia de la igualdad de género y el papel de las mujeres en el desarrollo sostenible, y abordando el vínculo pasado por alto entre el emprendimiento y la paz, contribuyendo a la aplicabilidad global.

Objetivo

Este estudo tem como objetivo analisar o estabelecimento de microfranquias sustentáveis por empreendedoras Vítimas do Conflito (WVC) que sofreram as consequências e impactos do conflito interno mais longo das Américas. Além disso, esta pesquisa busca destacar o papel transformador das mulheres empreendedoras pela paz (WE4P) em uma sociedade pós-acordo de paz.

Desenho/metodologia/abordagem

Este estudo busca contribuir para a construção de teoria sobre modelos de negócios sustentáveis - SBM segundo a teoria da Base da Pirâmide - BoP a partir de um estudo de caso único da microfranquia colombiana TechOil. O processo de amostragem teórica orientou a seleção de fontes de dados, que incluem entrevistas semiestruturadas, relatórios da empresa e doadores de microfranquias, sites e entrevistas com especialistas externos para respaldar os achados. A pesquisa adota um quadro de características introempreendedoras, ambiente, organização e sustentabilidade.

Achados

A TechOil oferece um valioso estudo de caso para entender como o fenômeno da microfranquia como SBM se estende além da BoP e promove a igualdade de gênero. Os autores também desenvolveram uma nova tipologia de SBM ao estender a teoria de forma indutiva.

Implicações

O artigo destaca as WE4P e introduz as microfranquias como uma nova tipologia de SBM, oferecendo insights sobre política, prática e transformação social em zonas pós-acordo de paz.

Originalidade

O tema das empreendedoras WVC em contextos pós-acordo de paz ainda é pouco estudado e pouco teorizado. A originalidade deste artigo reside em introduzir as microfranquias como uma nova tipologia de SBM, enfatizando a importância da igualdade de gênero e o papel das mulheres no desenvolvimento sustentável, e abordando o elo negligenciado entre empreendedorismo e paz, contribuindo para a aplicabilidade global.

Open Access
Article
Publication date: 28 March 2023

Anna Farmaki, Stella Kladou and Dimitri Ioannides

This paper aims to provide a critical synthesis of the interface of corporate social responsibility (CSR) and peer-to-peer (P2P) accommodation to offer insights that contribute to…

2089

Abstract

Purpose

This paper aims to provide a critical synthesis of the interface of corporate social responsibility (CSR) and peer-to-peer (P2P) accommodation to offer insights that contribute to theory and practice of CSR in hospitality.

Design/methodology/approach

By using key CSR models, this paper reflects on the nexus between CSR and P2P accommodation (with a focus on Airbnb) to identify opportunities and challenges with regard to CSR implementation in P2P accommodation and, thereby, progress the research agenda on the topic.

Findings

This contribution will hopefully enable policymakers to improve the accountability of stakeholders related to P2P accommodation in terms of the sector’s impacts on local communities while contributing to the progression of the research agenda on CSR in hospitality.

Research limitations/implications

Because this contribution is meant to be a “critical reflection paper”, the main purpose is to flesh out a commentary offering recommendations on how to account for CSR in relation to P2P accommodation and primarily Airbnb. As such, this paper aims to prompt future empirical research on the topic. Naturally, the major downside of this type of paper is the lack of an empirical approach.

Practical implications

This paper advances theory on hospitality-related CSR, enabling policymakers to improve the stakeholders’ accountability related to P2P accommodation in terms of the sector’s impacts on local communities.

Originality/value

Despite the increasing importance of CSR in hospitality, minimal academic attention has been paid insofar to CSR in the P2P accommodation sector. This inattention is surprising given the rapid expansion of the sector which, in turn, has imposed significant pressures on local communities.

Details

International Journal of Contemporary Hospitality Management, vol. 35 no. 12
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 6 February 2024

Mariana Guadalupe Vázquez-Pacho and Marielle A. Payaud

This article examines the strategic actions of multinational corporations (MNCs) in creating social value at the base of the pyramid (BoP), providing insights into novel business…

Abstract

Purpose

This article examines the strategic actions of multinational corporations (MNCs) in creating social value at the base of the pyramid (BoP), providing insights into novel business models (BMs) and tactics employed for poverty alleviation.

Design/methodology/approach

This conceptual article links three relevant pieces of literature – creating shared value (CSV), the three-value creation logic and the three core values of social development – to analyze the current research and real-world examples of MNCs implementing the BoP BMs.

Findings

The article identifies four strategies and 11 tactics used by MNCs to adapt BMs elements (value proposition, value constellation and value capture) and generate social value at the different levels (coverture of basic needs, self-esteem and freedom from servitude) by following the distinct value creation logics (chain, shop and network).

Originality/value

This article provides a conceptual framework that links relevant literature and sheds light on the strategic actions that MNCs apply in their BMs to tackle the multidimensionality of poverty in the BoP markets.

Details

Journal of Strategy and Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-425X

Keywords

Article
Publication date: 21 March 2023

Ulrika Karlsson Stigsdotter, Gaochao Zhang, Marie Christoffersen Gramkow and Ulrik Sidenius

The point of departure for this viewpoint paper is the current development in which landscape architects are working towards achieving the United Nations sustainable development…

Abstract

Purpose

The point of departure for this viewpoint paper is the current development in which landscape architects are working towards achieving the United Nations sustainable development goals and the associated cross-cutting pledge “Leave No One Behind”. The sustainable development goals 3 and 11 can be achieved through landscape projects that are inclusive and health promoting, and the authors argue that an evidence-based design process is needed to ensure that project designs deliver what they promise. However, most landscape architects are not trained in evidence-based design and are therefore unsure of what can be used as evidence. A further challenge is the lack of relevant and applicable research evidence for design processes.

Design/methodology/approach

The authors present a process model for evidence-based health design in landscape architecture as an overall framework on which the authors base their arguments. The model includes four topics of evidence: target group, human health, environment and use of nature. For each topic, the authors present their view on what may be considered as evidence and where it can be found or generated. The study view is supported by a detailed presentation of where and how evidence was found and generated in a design project for an accessible and health-promoting forest trail for people with mobility disabilities.

Findings

The authors suggest a broad definition of evidence, and that the design process should draw on evidence from relevant research and practice disciplines. Evidence can be found in multiple sources, for example, scientific articles, theoretical works and design guidelines. It can also be generated by landscape architects themselves, for example, through landscape analyses and stakeholder workshops. The evidence should guide and support the landscape architect and not dictate the design process.

Practical implications

The authors hope that the knowledge provided on the evidence-based health design process and on where to collect or how to generate evidence may inspire landscape architects in their future health design projects.

Originality/value

People with mobility disabilities face many health challenges and should potentially be able to benefit from visiting green spaces. The authors hope that the knowledge provided on the evidence-based health design process and on where to collect or how to generate evidence may inspire landscape architects in their future health design projects.

Details

Archnet-IJAR: International Journal of Architectural Research, vol. 18 no. 1
Type: Research Article
ISSN: 2631-6862

Keywords

Book part
Publication date: 4 March 2024

Oswald A. J. Mascarenhas, Munish Thakur and Payal Kumar

In Chapter 1, we critically reviewed the foundations of the free enterprise capital system (FECS), which has been successful primarily because of its wealth and asset accumulation…

Abstract

Executive Summary

In Chapter 1, we critically reviewed the foundations of the free enterprise capital system (FECS), which has been successful primarily because of its wealth and asset accumulation potentiality and actuality. In this chapter, we critically argue that this capacity has been grounded upon the profit maximization (PM) theories, models, and paradigms of FECS. The intent of this chapter is not anti-PM. The PM models of FECS have worked and performed well for more than 200 years of the economic history of the United States and other developed countries, and this phenomenon is celebrated and featured as “market performativity.” However, market performativity has not truly benefitted the poor and the marginalized; on the contrary, market performativity has wittingly or unwittingly created gaping inequalities of wealth, income, opportunity, and prosperity. Critical thinking does not combat PM but challenges it with alternative models of profit sharing that promote social wealth, social welfare, social progress, and opportunity for all, which we explore here. Economic development without social progress breeds economic inequality and social injustice. Economic development alone is not enough; we should create a new paradigm in which economic development is the servant of social progress, not vice versa. Such a paradigm shift involves integrating the creativity and innovativity of market performativity and the goals and drives of social performativity together with PM, that is, from market performativity to social performativity.

Details

A Primer on Critical Thinking and Business Ethics
Type: Book
ISBN: 978-1-83753-312-1

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