Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid
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Data de Publicação: | 2017 |
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Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/71 |
Resumo: | This paper aims to analyze the dynamic of innovation in services for consumers at the bottom of the pyramid (BoP). For this purpose, a framework composed of innovation dimensions, capabilities and infrastructure was developed. To assess the framework behavior in the business practice, a case study was carried out in a retail firm operating in Brazil’s Northeast region whose target consumers are at the BoP. The results showed adherence of the proposed framework to the dynamics of innovation conducted by the studied firm. Considering the theoretical-academic perspective, the framework helps explain the interaction between dimensions, capabilities, and elements of the market infrastructure. As for its practical relevance, it explains how service innovations occur and how to adapt them to the BoP market. In addition, as the structure of the proposed framework includes both external and internal elements, innovation is then considered from different perspectives. |
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BBR. Brazilian Business Review (English edition. Online) |
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Dynamic of Innovation in Services for Consumers at the Bottom of the PyramidDinâmica da Inovação em Serviços para Consumidores na Base da PirâmideBottom of the pyramidInnovation in servicesRetailBase da pirâmideInovação em serviçosVarejoThis paper aims to analyze the dynamic of innovation in services for consumers at the bottom of the pyramid (BoP). For this purpose, a framework composed of innovation dimensions, capabilities and infrastructure was developed. To assess the framework behavior in the business practice, a case study was carried out in a retail firm operating in Brazil’s Northeast region whose target consumers are at the BoP. The results showed adherence of the proposed framework to the dynamics of innovation conducted by the studied firm. Considering the theoretical-academic perspective, the framework helps explain the interaction between dimensions, capabilities, and elements of the market infrastructure. As for its practical relevance, it explains how service innovations occur and how to adapt them to the BoP market. In addition, as the structure of the proposed framework includes both external and internal elements, innovation is then considered from different perspectives.O objetivo deste artigo é analisar a dinâmica da inovação em serviços no atendimento aos consumidores na base da pirâmide (BoP). Para isso, foi elaborado um framework composto por dimensões de inovações, capacidades e infraestrutura. No sentido de avaliar o comportamento do framework na prática empresarial, um estudo de caso foi empreendido em uma empresa do setor do varejo que atua na região Nordeste do Brasil e que tem como segmento alvo os consumidores pertencentes à BoP. Os resultados evidenciaram a aderência do framework proposto à dinâmica das inovações empreendidas pela empresa pesquisada. Teoricamente, o framework contribui para explicar a interação entre dimensões, capacidades e elementos da infraestrutura do mercado. Sob o ponto de vista da prática, ele explica como ocorrem as inovações em serviços e como adequá-las ao mercado da BoP. Além disso, na medida em que são considerados tanto elementos externos quanto internos na estrutura do framework concebido, a inovação passa a ser considerada sob diferentes perspectivas.FUCAPE Business Shool2017-11-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/7110.15728/bbr.2017.14.6.4Brazilian Business Review; Vol. 14 No. 6 (2017): November to December 2017; 609-623Brazilian Business Review; v. 14 n. 6 (2017): Novembro a Dezembro de 2017; 609-6231808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/71/112http://www.bbronline.com.br/index.php/bbr/article/view/71/113Oliveira, Gibson MeiraMachado, André Gustavo Carvalhoinfo:eu-repo/semantics/openAccess2018-10-31T19:02:19Zoai:ojs.pkp.sfu.ca:article/71Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-10-31T19:02:19BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid Dinâmica da Inovação em Serviços para Consumidores na Base da Pirâmide |
title |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid |
spellingShingle |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid Oliveira, Gibson Meira Bottom of the pyramid Innovation in services Retail Base da pirâmide Inovação em serviços Varejo |
title_short |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid |
title_full |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid |
title_fullStr |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid |
title_full_unstemmed |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid |
title_sort |
Dynamic of Innovation in Services for Consumers at the Bottom of the Pyramid |
author |
Oliveira, Gibson Meira |
author_facet |
Oliveira, Gibson Meira Machado, André Gustavo Carvalho |
author_role |
author |
author2 |
Machado, André Gustavo Carvalho |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Oliveira, Gibson Meira Machado, André Gustavo Carvalho |
dc.subject.por.fl_str_mv |
Bottom of the pyramid Innovation in services Retail Base da pirâmide Inovação em serviços Varejo |
topic |
Bottom of the pyramid Innovation in services Retail Base da pirâmide Inovação em serviços Varejo |
description |
This paper aims to analyze the dynamic of innovation in services for consumers at the bottom of the pyramid (BoP). For this purpose, a framework composed of innovation dimensions, capabilities and infrastructure was developed. To assess the framework behavior in the business practice, a case study was carried out in a retail firm operating in Brazil’s Northeast region whose target consumers are at the BoP. The results showed adherence of the proposed framework to the dynamics of innovation conducted by the studied firm. Considering the theoretical-academic perspective, the framework helps explain the interaction between dimensions, capabilities, and elements of the market infrastructure. As for its practical relevance, it explains how service innovations occur and how to adapt them to the BoP market. In addition, as the structure of the proposed framework includes both external and internal elements, innovation is then considered from different perspectives. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-11-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/71 10.15728/bbr.2017.14.6.4 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/71 |
identifier_str_mv |
10.15728/bbr.2017.14.6.4 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/71/112 http://www.bbronline.com.br/index.php/bbr/article/view/71/113 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 14 No. 6 (2017): November to December 2017; 609-623 Brazilian Business Review; v. 14 n. 6 (2017): Novembro a Dezembro de 2017; 609-623 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732236938149888 |