Abstract

This research investigates the core drivers for bottom of pyramid (BOP) consumers’ motivation for participating in value co-creation (VCC) projects with firms evaluating the influence of each of the drivers considering the heterogeneity nature of the BOP. Ethnographic observations and interviews were used to conduct the research in Zimbabwe. A key finding is the impact of the heterogeneity of the bottom of pyramid on the eight drivers that are identified and evaluated in terms of their influence, thereby providing a more holistic understanding of BOP consumers participation in VCC. This research’s findings have shown that digital technologies can be employed as a valuable complementary tool that firms and BOP consumers could effectively use to facilitate value co-creation. A key practical finding is the emergence of the concept of a Green Kiosk. This is a one stop resource which acts as a community building center, cultural renewal center, place of education and knowledge and point of access to other services such as telecommunication services. Evolving balance of power in the relations between the BOP and firms is outlined.

摘要

本研究调查了金字塔底层 (BOP) 消费者参与价值共创 (VCC) 项目的动机的核心驱动因素，公司评估了每个驱动因素的影响，并考虑了 BOP 的异质性。民族志观察和访谈被用来在津巴布韦进行研究。一个关键发现是金字塔底部的异质性对根据影响力确定和评估的八个驱动因素的影响，从而更全面地了解 BOP 消费者参与 VCC。这项研究的结果表明，数字技术可以作为一种有价值的补充工具，公司和 BOP 消费者可以有效地使用它来促进价值共同创造。一个关键的实际发现是绿色信息亭概念的出现。这是一个一站式资源，可作为社区建设中心、文化更新中心、教育和知识场所以及其他服务（如电信服务）的接入点。概述了 BOP 与公司之间关系中不断演变的权力平衡。