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A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces

Lowe, Ben and Hasan, Md Rajibul and Jose, Saju Vallaria (2018) A Conceptual Model of Pro-poor Innovation Adoption in the BOP and Subsistence Marketplaces. In: Singh, Ramendra, ed. Bottom of Pyramid Marketing: Shaping and Developing BOP Markets. Marketing in Emerging Markets . Emerald. ISBN 978-1-78714-556-6. (In press) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
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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” 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 bottom-of-the-pyramid. A conceptual model is proposed which outlines key parameters for marketers and managers. The chapter closes by outlining implications and a future research agenda.

Item Type: Book section
Uncontrolled keywords: Bottom of the pyramid, Base of the pyramid, Subsistence consumers, Bangladesh, Pro-poor innovation, Consumers, Adoption
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ben Lowe
Date Deposited: 12 Apr 2018 19:56 UTC
Last Modified: 29 May 2019 20:27 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/66712 (The current URI for this page, for reference purposes)
Lowe, Ben: https://orcid.org/0000-0002-5041-600X
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