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Market driving at Bottom of the Pyramid (BoP): An analysis of social enterprises from the healthcare sector

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  • Agarwal, Nivedita
  • Chakrabarti, Ronika
  • Brem, Alexander
  • Bocken, Nancy

Abstract

To date, scholarly understanding of external dimensions of market driving for the purposes of ‘societal change’ is largely unexplored in both developed and emerging market contexts. This paper uses a multiple case study approach to understand how market driving social enterprises (across the hybrid spectrum) create societal change in emerging markets. By drawing on Scott's (1995) three-part conceptualization of institutional legitimacy, this study explores how regulative, normative and cognitive legitimacies are invoked by market driving social enterprises at the Bottom of the Pyramid (BoP). Key contributions of the study show that all three dimensions of legitimacy are relevant but they need to be invoked in a specific order based on necessary and optional conditions. An implication of the study is that market driving through societal change can lead to the construction of new and more inclusive healthcare markets.

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  • Agarwal, Nivedita & Chakrabarti, Ronika & Brem, Alexander & Bocken, Nancy, 2018. "Market driving at Bottom of the Pyramid (BoP): An analysis of social enterprises from the healthcare sector," Journal of Business Research, Elsevier, vol. 86(C), pages 234-244.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:234-244
    DOI: 10.1016/j.jbusres.2017.07.001
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    Cited by:

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    4. Agarwal, Nivedita & Brem, Alexander & Grottke, Michael, 2018. "Towards a higher socio-economic impact through shared understanding of product requirements in emerging markets: The case of the Indian healthcare innovations," Technological Forecasting and Social Change, Elsevier, vol. 135(C), pages 91-98.
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    7. Frederik Claeyé & Yosra Boughattas & Erno T. Tornikoski, 2022. "Formation of Social Entrepreneurial Intention: A Qualitative Grounded Approach at the Base of the Pyramid," Administrative Sciences, MDPI, vol. 12(1), pages 1-16, February.
    8. Cicellin, Mariavittoria & Adriana Scuotto, & Canonico, Paolo & Consiglio, Stefano & Mercurio, Lorenzo, 2019. "Understanding the low cost business model in healthcare service provision: A comparative case study in Italy," Social Science & Medicine, Elsevier, vol. 240(C).
    9. Chaudhuri, Atanu & Prætorius, Thim & Narayanamurthy, Gopalakrishnan & Hasle, Peter & Pereira, Vijay, 2021. "Finding your feet in constrained markets: How bottom of pyramid social enterprises adjust to scale-up-technology-enabled healthcare delivery," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
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    11. Victor Mignenan, 2022. "Management of Frugal Innovation Projects: Research Approach and Perspectives," International Business Research, Canadian Center of Science and Education, vol. 15(4), pages 121-121, April.
    12. Bojan Leković & Ozren Uzelac & Tibor Fazekaš & Aleksandra Marcikić Horvat & Petar Vrgović, 2021. "Determinants of Social Entrepreneurs in Southeast Europe: GEM Data Analysis," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    13. Gupta, Suraksha & Kanungo, Rama Prasad, 2022. "Financial inclusion through digitalisation: Economic viability for the bottom of the pyramid (BOP) segment," Journal of Business Research, Elsevier, vol. 148(C), pages 262-276.
    14. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.
    15. Gupta, Parul & Chauhan, Sumedha & Paul, Justin & Jaiswal, M.P., 2020. "Social entrepreneurship research: A review and future research agenda," Journal of Business Research, Elsevier, vol. 113(C), pages 209-229.
    16. Tsai, Juin-Ming & Hung, Shiu-Wan & Yang, Ting-Ting, 2020. "In pursuit of goodwill? The cross-level effects of social enterprise consumer behaviours," Journal of Business Research, Elsevier, vol. 109(C), pages 350-361.
    17. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.
    18. Erzurumlu, S. Sinan & Pachamanova, Dessislava, 2020. "Topic modeling and technology forecasting for assessing the commercial viability of healthcare innovations," Technological Forecasting and Social Change, Elsevier, vol. 156(C).
    19. Rosca, Eugenia & Agarwal, Nivedita & Brem, Alexander, 2020. "Women entrepreneurs as agents of change: A comparative analysis of social entrepreneurship processes in emerging markets," Technological Forecasting and Social Change, Elsevier, vol. 157(C).
    20. (Ian) Lee, In Hyeock & Kim, Sung Min & Green, Seth, 2021. "Social enterprises and market performance: The moderating roles of innovativeness, sectoral alignment, and geographic localization," Journal of Business Research, Elsevier, vol. 132(C), pages 491-506.
    21. Tsai Chi Kuo & Wei-Jung Shiang & Jessica Hanafi & Sz Ying Chen, 2018. "Co-Development of Supply Chain in the BOP Markets," Sustainability, MDPI, vol. 10(4), pages 1-14, March.
    22. Siqueira, Erica H.S. & Fischer, Bruno Brandão & Bin, Adriana & Kickul, Jill, 2023. "Entrepreneurial ecosystems’ readiness towards knowledge-intensive sustainable entrepreneurship: Evidence from Brazil," Technovation, Elsevier, vol. 126(C).

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