Marketing capabilities are a major driver of competitive advantage across different business contexts. One of these capabilities is the ability to sense consumer needs and to develop innovations to meet these needs, referred to as innovation capability. Innovation holds the potential to improve the living conditions of resource-constrained consumers at the bottom of the world’s economic pyramid (BoP) in emerging markets. Surprisingly, research has failed to develop a comprehensive understanding of how firms can innovate successfully in BoP markets. Applying a configurational perspective, this study explores the organisational configurations that characterise firms that successfully develop innovations for the BoP market. Analysing data from an online survey with senior-level managers (n = 245) in 10 emerging markets, the authors offer important insights for firms seeking to develop innovations for BoP consumers in terms of the specific organisational configurations that lead to BoP innovation success.

中文翻译：

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BoP 创新能力的配置视角

营销能力是跨不同业务环境的竞争优势的主要驱动力。这些能力之一是感知消费者需求并开发创新以满足这些需求的能力，称为创新能力。创新具有改善新兴市场世界经济金字塔 (BoP) 底部资源受限消费者生活条件的潜力。令人惊讶的是，研究未能全面了解公司如何在 BoP 市场成功创新。本研究采用配置视角，探讨了成功为 BoP 市场开发创新的公司的组织配置。分析来自高级管理人员在线调查的数据（n= 245）在 10 个新兴市场中，作者为寻求为 BoP 消费者开发创新的公司提供了重要的见解，这些见解涉及导致 BoP 创新成功的特定组织配置。