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Title: Service innovation in bottom of the pyramid markets
Keywords: serivce sector, service organization, service innovation, BOP, markets, Income level
Issue Date: 28-Jul-2010
Citation: USMAN ASAD (2010-07-28). Service innovation in bottom of the pyramid markets. ScholarBank@NUS Repository.
Abstract: We are seeing a major macro-economic shift from goods to services both in developed countries and developing economies. The percentage contribution of service sector in GDP in the world economy is growing and is expected to continue to rise. About two third of the world's population earns less than $2,000 each per year it is equivalent to about 4 billion people. This enormous market is also termed as the bottom of the pyramid (BOP) market. Although the vastness of the market is quite evident yet it remains largely untapped. The fundamental purpose of this research work is to facilitate service innovation in BOP markets. Different factors have been identified based on extensive literature review that could help service innovation performance of organizations in BOP markets. The objective is to develop a framework for service innovation in the BOP markets and investigate validity of the framework through questionnaire survey involving organizations in different service sectors. Based on data analysis of 43 serviced-based organizations all over the world, it has been found out that organizations focusing more on the identified factors in the framework are more successful in their final outcomes. In other words these factors can enhance the performance of service innovation in the BOP markets. The analysis also sheds light on some of the major reasons behind lack of success of innovation initiatives for example economic risks associated with the innovation initiatives, lack of staff and demand risks.
Appears in Collections:Master's Theses (Open)

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