Purpose

This paper aims to investigate whether and why the base of the pyramid (BOP) actors display passive innovation resistance because of which they reject service innovations without evaluation and forfeit potential to improve their well-being. The resourceness concept, referring to the outcome of how actors appraise and integrate resources in pursuit of a purpose at hand, is used as a theoretical lens to investigate the everyday consumption behaviour of BOP households and helps to investigate how and why passive innovation resistance occurs. The outcomes of the study help address important theoretical and practical considerations for the development of successful new service concepts at the BOP.

Design/methodology/approach

Narrative interviews with 29 households in Zambia provide data, from which patterns in how potential resources do or do not become real are identified and related to the concept of passive innovation.

Findings

Economic, social and other factors in the BOP context clearly influence non-random patterns of resource integration which are correlated with passive innovation resistance. This can lead to service innovations being ignored and/or misunderstood prior to evaluation for adoption. This is a risk to the potential positive impact of service innovation for poverty alleviation at the BOP.

Practical implications

Service innovation at the BOP must begin with a deep understanding of “how” and “why” consumers typically appraise and integrate potential resources to achieve a beneficial outcome in their context. To overcome the barrier of passive innovation resistance, marketing education must stimulate an understanding of potential benefits and motivation towards the change associated with the adoption of service innovation.

Social implications

The findings support more successful service innovation strategies for the BOP, which can provide vital infrastructure for the alleviation of poverty.

Originality/value

The application of a service-dominant logic perspective in the BOP context and the conceptual linkage between resourceness and passive innovation resistance is novel. Valuable insights are gained for service practitioners at the BOP and for further conceptual development of innovation resistance in the BOP context.

中文翻译：

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学习金字塔底层服务创新的资源盲点

目的

本文旨在调查金字塔底部 (BOP) 参与者是否以及为何表现出被动创新阻力，因为他们拒绝未经评估的服务创新，并丧失改善福祉的潜力。资源概念是指行动者如何评价和整合资源以实现手头目的的结果，被用作研究国际收支家庭日常消费行为的理论视角，有助于研究被动创新阻力如何以及为何发生。研究结果有助于解决在 BOP 开发成功的新服务概念的重要理论和实践考虑。

设计/方法/方法

对赞比亚 29 户家庭的叙事访谈提供了数据，从中确定了潜在资源如何变为现实或不变为现实的模式，并与被动创新的概念相关。

发现

国际收支背景下的经济、社会和其他因素显然会影响与被动创新阻力相关的资源整合的非随机模式。这可能导致服务创新在评估采用之前被忽略和/或误解。这是对 BOP 扶贫服务创新潜在积极影响的风险。

实际影响

BOP 的服务创新必须从深入了解消费者通常评估和整合潜在资源的“方式”和“原因”开始，以在他们的环境中实现有益的结果。为了克服被动创新阻力的障碍，营销教育必须激发对与采用服务创新相关的变革的潜在利益和动机的理解。

社会影响

调查结果支持 BOP 更成功的服务创新战略，这可以为减轻贫困提供重要的基础设施。

原创性/价值

服务主导逻辑视角在 BOP 背景下的应用以及资源性和被动创新阻力之间的概念联系是新颖的。为 BOP 的服务从业者和 BOP 背景下创新阻力的进一步概念发展获得了宝贵的见解。