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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.

Suggested Citation

  • 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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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. Eunyoung Choi & Kun Chang Lee, 2019. "Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context," Sustainability, MDPI, Open Access Journal, vol. 11(22), pages 1-24, November.
    3. 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).
    4. Sahasranamam, Sreevas & Nandakumar, M.K., 2020. "Individual capital and social entrepreneurship: Role of formal institutions," Journal of Business Research, Elsevier, vol. 107(C), pages 104-117.
    5. 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.
    6. 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.
    7. 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).
    8. 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).
    9. Tsai Chi Kuo & Wei-Jung Shiang & Jessica Hanafi & Sz Ying Chen, 2018. "Co-Development of Supply Chain in the BOP Markets," Sustainability, MDPI, Open Access Journal, vol. 10(4), pages 1-14, March.

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