Market driving at Bottom of the Pyramid (BoP) : An analysis of social enterprises from the healthcare sector

Agarwal, Nivedita and Chakrabarti, Ronika and Brem, Alexander and Bocken, Nancy (2018) Market driving at Bottom of the Pyramid (BoP) : An analysis of social enterprises from the healthcare sector. Journal of Business Research, 86. pp. 234-244. ISSN 0148-2963

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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.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Business Research
Additional Information:
This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 86, 2018 DOI: 10.1016/j.jbusres.2017.07.001
Uncontrolled Keywords:
?? market drivingsocial enterprisesinstitutional legitimacyemerging marketsbottom of the pyramidmarketing ??
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Deposited On:
28 Feb 2018 10:14
Last Modified:
26 Apr 2024 02:11