A qualitative enquiry into the appropriation of mobile telephony at the bottom of the pyramid

Purpose: The paper aims to analyse Bottom of the Pyramid (BoP) customers’ (e.g. Bangladeshi farmers) use and appropriation of mobile telephony and to critically identify a suitable research strategy for such investigation.

Design/methodology/approach: Concentrated ethnographic immersion was combined with both methodological and investigator triangulation during a four-month period of fieldwork conducted in Bangladeshi villages to obtain more robust findings. Concentrated immersion was required to achieve relatively speedier engagement owing to the difficulty in engaging with respondents on a long-term basis.

Findings: The farmers’ use of mobile telephony went beyond the initial adoption, as they appropriated it through social and institutional support, inventive means and/or changes in their own lifestyle. The paper argues that technology appropriation, being a result of the mutual shaping of technology, human skills and abilities and macro-environmental factors, enables users to achieve desired outcomes which may not always be the ones envisaged by the original designers.

Research limitations/implications: The paper contributes to two major areas: first, it identifies technology appropriation as an important and emerging concept in international marketing research; second, it suggests a concentrated form of ethnographic engagement for studying technology appropriation in a developing country context.

Practical implications: A good understanding of the dynamic interplay between users’ skills and abilities, social contexts and technological artefacts/applications is required in order for businesses to serve BoP customers profitably.

Originality/value: The paper presents a dynamic model of technology appropriation based on findings collected through a pragmatic approach by combining concentrated ethnographic immersion with methodological and investigator triangulation

How the environment affects opportunity recognition by entrepreneurs at the bottom of the pyramid

There is an army of bottom of the pyramid entrepreneurs (BOPE) who have the potential to transform developing economies, if they can identify and exploit business opportunities. BOPE could have unidentified resources that could lead to the recognition of radical new opportunities. This study paper asks how environmental factors and identification of resources affect Opportunity Recognition by BOP entrepreneurs in developing economies. To investigate this research question we conduct a literature review and plan semi-structured interviews of existing and nascent entrepreneurs in the largest and arguably the poorest country in Africa, the Democratic Republic of the Congo. In this paper we review the context of BOPE and describe the methodology we will use to gather and analyse data. Finally, we describe our access to suitable respondents for this study and how it will be conducted.

SMEs engaging at the bottom of the pyramid: Exploring drivers of business strategies

This research paper investigates how the market conditions at the base of the pyramid (BOP) influences South African small and medium sized enterprises (SMEs) to take certain business decisions in the townships and rural areas. It takes a qualitative approach to explore how SMEs with social objectives develops mitigating strategies to successfully engage with and in poor communities. The research suggests that prevailing BOP strategies are lacking certain aspects to successfully realize them on the ground. It advices firms to take a more practical hands-on approach to identify a sustainable business model by testing, experimenting, learning and adjusting, eventually being eligible for up-scaling.

Micro-credit is not sufficient for the success of micro-enterprises at the bottom of the pyramid

This study examines the factors affecting the successful provision of micro-credit to people at the bottom of the pyramid and discusses the activities required to support entrepreneurial activities in a peri-urban African setting. The findings enable us to better understand why micro-credit, though useful, is only part of the solution, in a setting characterized by extreme resource constraints with an institutional fabric lacking the infrastructure that assists market development. We depict the crafting of new entrepreneurial activity as an ongoing process and present an emerging research agenda for future developments.

Complexity Development Theory and enterprise development at the bottom of the pyramid

In 2001 45% (2.7 billion) of the world’s population of approximately 6.1 billion lived in ‘moderate poverty’ on less than US $ 2 per person per day (World Population Summary, 2012). In the last 60 years there have been many theories attempting to explain development, why some countries have the fastest growth in history, while others stagnate and so far no way has been found to explain the differences. Traditional views imply that development is the aggregation of successes from multiple individual business enterprises, but this ignores the interactions between and among institutions, organisations and individuals in the economy, which can often have unpredictable effects. Complexity Development Theory proposes that by viewing development as an emergent property of society, we can help create better development programs at the organisational, institutional and national levels. This paper asks how the principals of CAS can be used to develop CDT principals used to develop and operate development programs at the bottom of the pyramid in developing economies. To investigate this research question we conduct a literature review to define and describe CDT and create propositions for testing. We illustrate these propositions using a case study of an Asset Based Community Development (ABCD) Program for existing and nascent entrepreneurs in the Democratic Republic of the Congo (DRC). We found evidence that all the principals of CDT were related to the characteristics of CAS. If this is the case, development programs will be able to select which CAS needed to test these propositions.

Managerialism at the bottom of the pyramid: a case study in Brazil

Nas últimas décadas, a Base da Pirâmide tem sido cada vez mais debatida entre líderes ocidentais como a nova terra das oportunidades. Com o advento do neoliberalismo no campo do desenvolvimento na década de 1990, o papel da sociedade civil e, em particular, o de Organizações Não-Governamentais, passou a ser enfatizado como sendo central nas estratégias ocidentais no "Sul" do mundo. Os atores do desenvolvimento, no entanto, muitas vezes abordaram essas questões utilizando perspectivas tradicionais, que estavam geralmente fora de contexto. A tese foca na controvérsia em torno do uso de técnicas de gestão em cenários que diferem daqueles nos quais estas ferramentas têm sido desenvolvidas. Em particular, ela procura compreender em que medida o gerencialismo - a ideologia da gestão - está a influenciando as atividades de uma Organização Não-Governamental brasileira, a Galpão Aplauso. O estudo, usando uma estrutura teórica, analisa o relacionamento entre a ONG e seus parceiros, sublinhando os resultados de conflitos ideológicos. No geral, descobriu-se como o encontro das perspectivas do Norte e do Sul originou alguns debates que levaram, em parte, à aceitação de ideias gerencialistas, tais como a replicabilidade e sistematização de processos, enquanto que em alguns casos, eles intensificaram a resistência da ONG sobre conceitos como sustentabilidade financeira e transformação em um negócio social.

A CAPABILITY APPROACH BASED STAKEHOLDER ANALYSIS FOR THE BASE OF THE PYRAMID: A CASE STUDY OF THE FIREWOOD BASED COOK-STOVES

People living under $2 income per day, referred as Base of the Pyramid (BoP), face undesired situations like lack of nutrition, health, education etc. Design as a process of changing current undesired situation to a desired situation has failed. A crucial reason behind these failures is lack of normative basis to identify and understand the absent or unsatisfied stakeholder. Currently stakeholder analysis in the design is heuristic. This paper uses a normative framework of Capability Approach (CA) for the stakeholder analysis. A brief discussion on stakeholder theory and analysis is used to identify gaps in the literature. The constructs of the CA are discussed for its suitability to the purpose. Along with methodological details, data generated from the stakeholder interviews, focus groups in a case study of dissemination of improved cook-stoves is used to interlink the theory with the practice. The scope of this work is in identifying and investigating the motives of the stakeholders in the involvement in the product. Though a lot of insights to discern and manage crucial stakeholders is inbuilt in the methodology, this work does not claim explicit coverage of these aspects.

Normative and cognitive influences on female entrepreneurial reluctance at the base of the pyramid - an explorative study of cleaning ladies in Istanbul

Previous research has considered entrepreneurship as a way out of poverty and as a chance to foster economic growth. Moreover, specifically start-ups headed by women have played an important role in the economic development and it has been argued that gender-related issues, amongst others, play a significant role for the performance of a country or region. Against this background, this qualitative study explores desires, reluctances and constraints toward entrepreneurial activities of a comparably homogenous group of potential (poor) entrepreneurs in an emerging economy—cleaning ladies in Istanbul. We focus on this particular context as still rather little is known on reasons why women do not start a business (in Turkey). We believe exploring the reasons why certain individuals choose not to become entrepreneurs is at least as telling as investigating why they do so. We draw upon the social dimensions of entrepreneurship by Shapero and Sokol (1982) alongside Institutional Theory and posit that normative and cognitive forces may shape individual decisions on entrepreneurship. We identified two basic clusters of women and discuss possible hindrance factors undermining entrepreneurial desires and limitations for entrepreneurship as well as possible avenues for policy makers (and MNCs) to foster entrepreneurship in the given community.

Distribution strategies for the base of the pyramid: an exploratory study in Brazil

Access has been one of the main difficulties companies have faced in emerging markets (PRAHALAD, 2005). The capillarity of the market, the existence of small, not professionalized and sometimes informal retailers, the lack of infrastructure and high transportation costs are some of the distribution challenges companies face in poorer regions. The literature concerning the Base of the Pyramid (BoP) is still recent and only after the seminal article by Prahalad and Hart (2002), it evolved into many different management perspectives. However, there is a lack of researches concerning distribution strategies to the BoP. Therefore, the main objective of this research is to identify, in the perception of executives working in the market, the conditions associated to a satisfactory distribution for the BoP market in Brazil and to build a substantive theory that helps to shed light to the understanding of the distribution phenomenon adopted by consumer goods companies to reach the BoP market in Brazil. In order to accomplish the objectives of this thesis, a grounded theory methodology (Glaser; Strauss, 1967; Corbin; Strauss, 2008) was used. This approach helped to identify the channel strategies used by local and global companies in the market. Many techniques for data collection were applied. The most important one was in-depth interviews with 26 executives from 24 different consumer goods companies in Brazil. Among the companies there were small, medium and large enterprises; which were also grouped as manufacturers, distributors and retailers. Furthermore, secondary data were examined to identify business strategies to reach BoP and map global distribution initiatives. A database from a consumer panel was also used to analyze what and where BoP consumers purchase non-durable goods. It was verified that small and traditional retailing is a very strong format in BoP markets and in the Northern/Northeastern regions. Cash & Carry is a format that is growing a lot. On the other hand, hypermarkets are not very used by low income population. The results suggest that three major categories are associated to a satisfactory distribution: (a) willingness, which means the effort, knowledge and enthusiasm a firm has to operate at BoP markets; (b) well-done execution, which is related to designing correctly the marketing channel and operating efficiently in an environment full of obstacles, such as lack of infrastructure, capillarity, lack of safety, regional differences and informality, and (c) relationship, which was perceived to be friendlier and essential at BoP markets, since it is very difficult for manufacturers to reach the entire market alone. It is more likely to have a satisfactory distribution when manufacturers establish strong relationships in the marketing channel. Besides, small retailers have a perception of isolation and expect a higher level of relationship. These major categories explain also the competitive advantage that local companies have in relation to MNCs and large companies. Despite of the limitations of an exploratory study, it is expected that this thesis will contribute to the BoP knowledge as well as to the identification of the peculiarities of distribution in BoP markets.

How design process for the Base of the Pyramid differs from that for the Top of the Pyramid

The base (BOP) and the top (TOP) of the world income pyramid represent the poor people and the people from developed countries, respectively. The design of products for the BOP is an important ingredient of the poverty reduction approach that combines business development with poverty alleviation. However, the current understanding of the design for the BOP is limited. This study, using a protocol analysis, compared design processes for the BOP and TOP markets. The results indicate the difference between the design processes for these markets in terms of the design strategy employed by the designers (i.e. problem driven, solution driven strategy), their requirements handling behaviour, and their information behaviour. (C) 2014 Elsevier Ltd. All rights reserved.

The BoP approach and its links to main related research fields: sense-making of the current discussion

A Base-da-Pirâmide (Base ofthePyramid- BoP) é referida na literatura como sendo o segmento sócio-econômico mais baixo em termos de paridade do poder de compra. Esse segmento encontrase geralmente excluído do sistema capitalista global. Esta tese analisa o tema BoP e discute dentro de um contexto sócio-econômico, como essa abordagem se relaciona com outras áreas de pesquisa, assim como a teoria do desenvolvimento internacional e a teoria de negócios internacionais. Estas duas teorias são identificadas como tendo uma relação mais forte com BoP. No que se segue, a abordagem BoP é incorporada nessas duas teorias com o objetivo de tornar este conceito mais claro e abrangente. Seguindo este raciocínio a abordagem BoP vem identificar contribuições no tocante a cada uma dessas abordagens teóricas. O argumento principal da tese é que a abordagem BoP é capaz de ligar essas duas teorias (teoria do desenvolvimento internacional e a teoria de negócios internacionais) em um só modelo teórico, mostrando assim que essas duas abordagens teóricas distintas podem na realidade serem complementares.

Strategic alliances between companies and non-governmental organizations pursuing the creation of shared value: an exploratory study at the base of the pyramid in Brazil

Na última década, uma crescente atenção tem sido dedicada ao desenvolvimento de estratégias que permitem uma empresa de atender os mercados de baixa renda de uma forma rentável e ao mesmo tempo enfrentar os desafios sociais. Uma das ferramentas estratégicas identificados para operar com sucesso na base da pirâmide ( BoP ), consiste no estabelecimento de alianças com organizações não governamentais (ONGs). Isso, no entanto, é um desafio, especialmente porque os atores do setor empresarial e da sociedade civil são movidos por um propósito diferente e adotam uma abordagem diferente na condução das suas atividades. O objetivo desta pesquisa é, portanto, investigar precisamente como ONGs e empresas podem alavancar os seus respectivos recursos e capacidades para criar valor econômico e social , servindo este segmento. Um estudo de casos múltiplos, com foco na base da pirâmide brasileira é utilizado, a fim de entender as dificuldades e fatores de sucesso para a criação e gestão de tais alianças e identificar os recursos e capacidades que são mobilizados por cada parceiro. Os resultados sugerem que as principais dificuldades estão em encontrar um parceiro adequado; superar percepções estereotipadas negativos e falta de confiança e, finalmente, na diferente estrutura, cultura e processos. Por sua vez, os fatores mais importantes que levam ao sucesso incluem a escolha do parceiro certo; compatibilidade em termos de missão, estratégia e valores; estabelecimento de confiança e comprometimento; comunicação eficaz e, finalmente, a capacidade da aliança de gerar valor para ambos os parceiros. Além disso, os resultados demostram que o papel das ONGs é na maior parte limitado a agir como uma ponte entre a empresa e as comunidades de baixa renda, enquanto as capacidades operacionais e os recursos financeiros são fornecidos pelas empresas.

Herman Chinery-Hesse:the Bill Gates of Ghana?

Herman Chinery-Hesse considers his plans for a new venture, a virtual mall that would enable African producers to sell their products worldwide through a new international payment system based on mobile phones and pre-paid scratch cards. In 2010, his operating company, Black Star Lines (BSL) Ghana Ltd is considering plans to launch shopAfrica53.com, and associated payment and distribution services in Ghana and the UK. This case teaches new approaches to poverty reduction through the realisation of entrepreneurial opportunities at the Bottom of the Pyramid (BoP) and is suitable for courses on social enterprise, entrepreneurship in general, and development studies seeking to incorporate more private sector approaches. It can also be adapted for courses such as international strategy or technology business.

Study on the photosynthetic performances of Enteromorpha prolifera collected from the surface and bottom of the sea of Qingdao sea area

In this work, the photosynthetic performances of Enteromorpha prolifera thalli collected from the surface and bottom of the sea of Qingdao sea area were studied with chlorophyll fluorescence and oxygraph technology. The samples with the highest photosynthetic activity among their kinds, the floating thalli from the sea surface of the south of the Qingdao Olympic Sailing Center and the sedimentary thalli from the mud surface of the bottom Tuandao bay, were chosen as representatives of surface thalli and bottom thalli, respectively. The results showed that the maximal PSII quantum yield of the floating thalli was significantly lower than the normal level although their photosynthetic activities were relatively high; the photosynthetic potential of the thalli form the mud surface was extremely low. Thus, it is indicated that the floating thalli are seriously stressed by their environment and the thalli from the mud surface are already dead or are dying. On the other hand, the results of the laboratory cultivation showed that the sedimentary thalli cannot regain normal photosynthetic activity even under normal illumination conditions. Thus, the thalli from the mud surface cannot become reproductive source of the alga even if they can reach sea surface again. Therefore, a preliminary conclusion can be reached that, up to mid-July 2008, the environmental conditions of the Qingdao sea area are not suitable for the growth of the alga E. prolifera and for this reason the biomass of E. prolifera, in the area, could be declining.