Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 5/2020

12-03-2019 | Conceptual/ Theoretical Paper

Understanding the feasibility and value of grassroots innovation

Author: Shaphali Gupta

Published in: Journal of the Academy of Marketing Science | Issue 5/2020

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Grassroots innovation (GRI) that meets the needs of people at the bottom of the pyramid is driven typically by economically disadvantaged people who find practical and creative solutions using indigenous knowledge to solve their localized problems. In this study, we propose a comprehensive framework to describe factors contributing to the feasibility and value of GRI in society. By employing a triangulation approach, we identify the drivers of GRI, develop and define GRI as a multidimensional construct, explain the outcomes, and suggest the moderating factors conducive to GRI success. We then discuss and develop research propositions on the various proposed relationships in the GRI framework. In addition to setting up a foundation for a future research stream based on GRI, this study provides implications for policymakers, mainstream firms, and co-operative societies/non-profit organizations to realize the financial, environmental, and societal benefits from GRI.
previous article New product introductions for low-income consumers in emerging markets
next article Does doing good lead to doing better in emerging markets? Stock market responses to the SRI index announcements in Brazil, China, and South Africa

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
Appendix
Available only for authorised users
Footnotes
1
This paper defines grassroots as an economically disadvantaged segment (mostly fall in BOP segment), coming from rural or nonurban areas.
 
Literature
Acemoglu, D., & Linn, J. (2004). Market size in innovation: Theory and evidence from the pharmaceutical industry. The Quarterly Journal of Economics, 119(3), 1049–1090.
Adler, P. S., & Kwon, S. W. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27(1), 17–40.
Agarwal, N., & Brem, A. (2012, June). Frugal and reverse innovation-Literature overview and case study insights from a German MNC in India and China. In 2012 18th International ICE Conference on Engineering, Technology and Innovation (ICE) (pp. 1–11). IEEE.
Agnihotri, A. (2013). Doing good and doing business at the bottom of the pyramid. Business Horizons, 56(5), 591–599.
Amarnani, A., & Amarnani, N. (2008). Microfranchising–market development with a cause (p. 313). New Age Marketing: Emerging Realities.
Anderson, J., & Markides, C. (2007). Strategic innovation at the base of the pyramid. MIT Sloan Management Review, 49(1), 83.
Andersson, M., & Karlsson, C. (2004). 10. The role of accessibility for the performance of regional innovation systems. Knowledge spillovers and knowledge management, 283.
Appadurai, A. (2000). Grassroots globalization and the research imagination. Public Culture, 12(1), 1–19.
Atkinson, A. B., Marlier, E., & Nolan, B. (2004). Indicators and targets for social inclusion in the European Union. JCMS: Journal of Common Market Studies, 42(1), 47–75.
Bandura, A. (1998). Personal and collective efficacy in human adaptation and change. Advances in Psychological Science, 1, 51–71.
Belenzon, S., & Schankerman, M. (2015). Motivation and sorting of human capital in open innovation. Strategic Management Journal, 36(6), 795–820.
Bhaduri, S., & Kumar, H. (2011). Extrinsic and intrinsic motivations to innovate: Tracing the motivation of ‘Grassroot’ innovators in India. Mind and Society, 10(1), 27–55.
Brem, A., & Wolfram, P. (2014). Research and development from the bottom up-introduction of terminologies for new product development in emerging markets. Journal of Innovation and Entrepreneurship, 3(1), 9.
Burt, R. S. (2000). The network structure of social capital. Research in Organizational Behavior, 22, 345–423.
Buxton, B. (2008). The long nose of innovation. Insight, 11, 27.
Camps, S., & Marques, P. (2014). Exploring how social capital facilitates innovation: The role of innovation enablers. Technological Forecasting and Social Change, 88, 325–348.
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): From theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), 507–520.
Cohen, J. (1968). Weighted kappa: Nominal scale agreement provision for scaled disagreement or partial credit. Psychological Bulletin, 70(4), 213–220.
Cook, D. A., & Beckman, T. J. (2006). Current concepts in validity and reliability for psychometric instruments: Theory and application. The American Journal of Medicine, 119(2), 166–1e7.
Csikszentmihalyi, M. (1997). Flow and the psychology of discovery and invention (p. 39). New York: HarperPerennial.
Dakhli, M., & De Clercq, D. (2004). Human capital, social capital, and innovation: A multi-country study. Entrepreneurship & Regional Development, 16(2), 107–128.
De Keersmaecker, A. E. K., Parmar, V. S., Kandachar, P. V., & Baelus, C. (2012). Towards scaling up grassroots innovations in India: A preliminary framework. In UNESCO chair international conference-Technologies for Sustainable Development: A way to reduce poverty?, Lausanne, Switzerland, 29–31 May 2012.
Duncan, O. D. (1957). The measurement of population distribution. Population Studies, 11(1), 27–45.
Dutz, M. (Ed.). (2007). Unleashing India's innovation: Toward sustainable and inclusive growth. The World Bank.
Elkington, J. (1998). Accounting for the triple bottom line. Measuring Business Excellence, 2(3), 18–22.
Ely, A., & Smith, A. (2015). Green transformations from below? The politics of grassroots innovation. In The politics of green transformations (pp. 120–136). Routledge.
Fairbourne, J. S. (2006). Microfranchising: A new tool for creating economic self-reliance. Journal of Microfinance/ESR Review, 8(1), 18–23.
Farrington, J., & Farrington, C. (2005). Rural accessibility, social inclusion and social justice: Towards conceptualisation. Journal of Transport Geography, 13(1), 1–12.
Fasko, D. (2001). Education and creativity. Creativity Research Journal, 13(3–4), 317–327.
Feola, G., & Butt, A. (2017). The diffusion of grassroots innovations for sustainability in Italy and G reat B ritain: An exploratory spatial data analysis. The Geographical Journal, 183(1), 16–33.
Feola, G., & Nunes, R. (2014). Success and failure of grassroots innovations for addressing climate change: The case of the transition movement. Global Environmental Change, 24, 232–250.
Freeman, C. (1979). The determinants of innovation: Market demand, technology, and the response to social problems. Futures, 11(3), 206–215.
Freeman, B., & Hawkins, R. (2016). Evoke-developing skills in youth to solve the World’s Most complex problems: The social innovators’ framework.
Fressoli, M., Arond, E., Abrol, D., Smith, A., Ely, A., & Dias, R. (2014). When grassroots innovation movements encounter mainstream institutions: Implications for models of inclusive innovation. Innovation And Development, 4(2), 277–292.
Futrell, D. (1995). When quality is a matter of taste, use reliability indexes. Quality Progress, 28(5), 81–88.
Gist, M. E., & Mitchell, T. R. (1992). Self-efficacy: A theoretical analysis of its determinants and malleability. Academy of Management Review, 17(2), 183–211.
Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161–178.
Govindarajan, V., & Ramamurti, R. (2011). Reverse innovation, emerging markets, and global strategy. Global Strategy Journal, 1(3–4), 191–205.
Gupta, A. K. (1995). People’s knowledge for survival: Grassroots innovations for sustainable natural resource management. In IFAD’s International Conference on Hunger & Poverty in Brussels during November (pp. 16–23).
Gupta, A. K. (1998). The honey bee network: Linking knowledge-rich grassroots innovations.
Gupta, A. K. (2000). Grassroots innovations for survival. LEISA-LEUSDEN, 16, 5–6.
Gupta, A. K. (2006). From sink to source: The Honey Bee Network documents indigenous knowledge and innovations in India. Innovations: Technology, Governance, Globalization, 1(3), 49-66.
Gupta, A. K. (2007). Grassroots to global: Online incubation of grassroots innovations based enterprises.
Gupta, A. K., & Wang, H. (2009). Getting China and India right: Strategies for leveraging the world's fastest growing economies for global advantage. John Wiley & Sons.
Gupta, A. K. (2010a). Grassroots green innovations for inclusive, sustainable development. In The Innovation for Development Report 2009–2010 (pp. 137-146). Palgrave Macmillan, London.
Gupta, A. K. (2010b). Empathetic innovations: Connections across boundaries. Ahmedabad: Indian Institute of Management.
Gupta, A. K. (2012). Innovations for the poor by the poor. International Journal of Technological Learning, Innovation and Development, 5(1–2), 28–39.
Gupta, A. K. (2016). Grassroots innovation: Minds on the margin are not marginal minds. Random House India.
Gupta, A. K., Sinha, R., Koradia, D., Patel, R., Parmar, M., Rohit, P., & Chandan, A. (2003). Mobilizing grassroots’ technological innovations and traditional knowledge, values and institutions: Articulating social and ethical capital. Futures, 35(9), 975–987.
Hammond, A. L., Kramer, W. J., Katz, R. S., Tran, J. T., & Walker, C. (2007). The next 4 billion. Innovations: Technology, Governance, Globalization, 2(1–2), 147–158.
Harter, S. (1978). Effectance motivation reconsidered: Toward a developmental model. Human Development, (1), 661–669.
Hindle, T. (2008). Guide to management ideas and gurus (Vol. 42). John Wiley & Sons.
Hippel, E. V., & Krogh, G. V. (2003). Open source software and the “private-collective” innovation model: Issues for organization science. Organization Science, 14(2), 209–223.
Hossain, M. (2016). Grassroots innovation: A systematic review of two decades of research. Journal of Cleaner Production, 137, 973–981.
Immelt, J. R., Govindarajan, V., & Trimble, C. (2009). How GE is disrupting itself. Harvard business review, 87(10), 56-65.
Joshi, R. G., Chelliah, J., & Ramanathan, V. (2015). Exploring grassroots innovation phenomenon through the lived experience of an Indian grassroots innovator. South Asian Journal of Global Business Research, 4(1), 27–44.
Kanter, R. M. (1983). Frontiers for strategic human resource planning and management. Human Resource Management, 22(1–2), 9–21.
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1–20.
Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects. Journal of the Academy of Marketing Science, 45(2), 268-288.
Kumar, H., & Bhaduri, S. (2014). Jugaad to grassroot innovations: Understanding the landscape of the informal sector innovations in India. African Journal of Science, Technology, Innovation and Development, 6(1), 13–22.
Kumar, V., Chand, V. S., Zhang, L., Hoppers, C. A. O., Zhang, W., Esders, M., & Gupta, A. K. (2013). Grassroots innovations for inclusive development: Need for a paradigmatic shift. Vikalpa, 38(3), 103–122.
Landry, R., Amara, N., & Lamari, M. (2002). Does social capital determine innovation? To what extent? Technological Forecasting and Social Change, 69(7), 681–701.
Leach, M., Rockström, J., Raskin, P., Scoones, I., Stirling, A. C., Smith, A., & Folke, C. (2012). Transforming innovation for sustainability. Ecology and Society, 17(2).
Leeflang, P. S. H., Verhoef, P. C., Dahlstrom, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32, 1–12.
Leiponen, A. (2005). Skills and innovation. International Journal of Industrial Organization, 23(5–6), 303–323.
Li, Y., Xue, D., & Gu, P. (2008). Design for product adaptability. Concurrent Engineering, 16(3), 221–232.
Lochner, K., Kawachi, I., & Kennedy, B. P. (1999). Social capital: A guide to its measurement. Health & Place, 5(4), 259–270.
Mahajan, V., Peterson, R. A., Jain, A. K., & Malhotra, N. (1979). A new product growth model with a dynamic market potential. Long Range Planning, 12(4), 51–58.
Martin, C. J., Upham, P., & Budd, L. (2015). Commercial orientation in grassroots social innovation: Insights from the sharing economy. Ecological Economics, 118, 240–251.
Mascitelli, R. (2000). From experience: Harnessing tacit knowledge to achieve breakthrough innovation. Journal of Product Innovation Management: an International Publication of the Product Development & Management Association, 17(3), 179–193.
Masse, S. J., & Dorst, K. (2007). Exploring the development process of grassroot social entre- preneurship. International social entrepreneurship research conference 3, Center for Corporate Values and Responsibility (CVR), 1–24.
Meek, W. R., Pacheco, D. F., & York, J. G. (2010). The impact of social norms on entrepreneurial action: Evidence from the environmental entrepreneurship context. Journal of Business Venturing, 25(5), 493–509.
Nafukho, F. M., Hairston, N., & Brooks, K. (2004). Human capital theory: Implications for human resource development. Human Resource Development International, 7(4), 545–551.
Nahapiet, J., & Ghoshal, S. (2000). Social capital, intellectual capital, and the organizational advantage. Knowledge and social capital (pp. 119–157).
Nair, A. K., Tiwari, R., & Buse, S. (2017). Emerging Patterns of Grassroots Innovations: Results of a Conceptual Study Based on Selected Cases from India. In Lead Market India (pp. 65-95). Springer, Cham
Nakata, C., & Weidner, K. (2012). Enhancing new product adoption at the base of the pyramid: A contextualized model. Journal of Product Innovation Management, 29(1), 21–32.
Nidumolu, R., Prahalad, C. K., & Rangaswami, M. R. (2009). Why sustainability is now the key driver of innovation. Harvard Business Review, 87(9), 56–64.
O'Connor, G. C. (1998). Market learning and radical innovation: A cross case comparison of eight radical innovation projects. Journal of Product Innovation Management, 15(2), 151–166.
Oxoby, R. (2009). Understanding social inclusion, social cohesion, and social capital. International Journal of Social Economics, 36(12), 1133–1152.
Paganetto, L., & Phelps, E. (Eds.). (2003). Finance, research, education and growth. Springer.
Pansera, M., & Sarkar, S. (2016). Crafting sustainable development solutions: Frugal innovations of grassroots entrepreneurs. Sustainability, 8(1), 51.
Pastakia, A. R. (1996). Grassroots innovations for sustainable development: the case of agricultural pest management (doctoral dissertation).
Pastakia, A. (1998). Grassroots ecopreneurs: Change agents for a sustainable society. Journal of Organizational Change Management, 11(2), 157–173.
Perlman, J. E. (1990). A dual strategy for deliberate social change in cities.
Phelps, E. S. (2013). Mass flourishing: How grassroots innovation created jobs, challenge, and change. Princeton University Press.
Popescu, C., & Diaconu, L. (2008). Human capital and innovation.
Prahalad, C. K. (2012). Bottom of the pyramid as a source of breakthrough innovations. Journal of Product Innovation Management, 29(1), 6–12.
Prahalad, C. K., & Hart, S. L. (2002). The fortune at the bottom of the pyramid. Strategy & Business (26).
Ramani, S. V., SadreGhazi, S., & Duysters, G. (2012). On the diffusion of toilets as bottom of the pyramid innovation: Lessons from sanitation entrepreneurs. Technological Forecasting and Social Change, 79(4), 676–687.
Rao, S. S. (2006). Indigenous knowledge organization: An Indian scenario. International Journal of Information Management, 26(3), 224–233.
Rappaport, J. (1987). Terms of empowerment/exemplars of prevention: Toward a theory for community psychology. American Journal of Community Psychology, 15(2), 121–148.
Robinson, M. S. (2001). The microfinance revolution: Sustainable finance for the poor. The World Bank.
Saboo, A., Kumar, V., & Anand, A. (2017). Assessing the impact of customer concentration on IPOand Balancesheet based outcomes. Journal of Marketing, 81(6), 42–61.
Salanova, M., Llorens, S., Cifre, E., Martínez, I. M., & Schaufeli, W. B. (2003). Perceived collective efficacy, subjective well-being and task performance among electronic work groups: An experimental study. Small Group Research, 34(1), 43–73.
Seelos, C., & Mair, J. (2007). Profitable business models and market creation in the context of deep poverty: A strategic view. Academy of Management Perspectives, 21(4), 49–63.
Seyfang, G., & Smith, A. (2007). Grassroots innovations for sustainable development: Towards a new research and policy agenda. Environmental Politics, 16(4), 584–603.
Sharma, A., Saboo, A., & Kumar, V. (2018). Investigating the influence of characteristics of new product introduction process on firm value: The case of pharmaceutical industry. Journal of Marketing, 82(5), 66–85.
Sherif, M. (1936). The psychology of social norms. Oxford: Harper.
Sillitoe, P., & Marzano, M. (2009). Future of indigenous knowledge research in development. Futures, 41(1), 13–23.
Simula, H., Hossain, M., & Halme, M. (2015). Frugal and reverse innovations–Quo Vadis?. CURRENT SCIENCE, 109(5), 1.
Singh, R. K., Dwivedi, B. S., Singh, A., & Tripathy, S. (2014). Farmers’ knowledge and creativity in eco-friendly pest management: Lessons in sustainable agriculture. Indian Journal of Traditional Knowledge, 13(3), 574–581.
Slaper, T. F., & Hall, T. J. (2011). The triple bottom line: What is it and how does it work? Indiana Business Review, 86(1), 4–8.
Smith, A., Arond, E., Fressoli, M., Thomas, H., & Abrol, D. (2012). Supporting grassroots innovation: Facts and figures. SciDev. Accessed January, 13, 2014.
Smith, A., Seyfang, G., Hielscher, S., & Hargreaves, T. (2013). Constructing grassroots innovations for sustainability.
Smith, A., Fressoli, M., & Thomas, H. (2014). Grassroots innovation movements: Challenges and contributions. Journal of Cleaner Production, 63, 114–124.
Srinivas, S., & Sutz, J. (2008). Developing countries and innovation: Searching for a new analytical approach. Technology in Society, 30(2), 129–140.
Tasavori, M., Ghauri, P. N., & Zaefarian, R. (2016). Entering the base of the pyramid market in India: A corporate social entrepreneurship perspective. International Marketing Review, 33(4), 555–579.
Tsikriktsis, N. (2004). A technology readiness-based taxonomy of customers: A replication and extension. Journal of Service Research, 7(1), 42–52.
Vaismoradi, M., Turunen, H., & Bondas, T. (2013). Content analysis and thematic analysis: Implications for conducting a qualitative descriptive study. Nursing & Health Sciences, 15(3), 398–405.
Van Oost, E., Verhaegh, S., & Oudshoorn, N. (2009). From innovation community to community innovation: User-initiated innovation in wireless Leiden. Science, Technology, & Human Values, 34(2), 182–205.
Viswanathan, M., & Sridharan, S. (2012). Product development for the BoP: Insights on concept and prototype development from university-based student projects in India. Journal of Product Innovation Management, 29(1), 52–69.
Weyrauch, T., & Herstatt, C. (2017). What is frugal innovation? Three defining criteria. Journal of frugal innovation, 2(1), 1.
Zeschky, M., Widenmayer, B., & Gassmann, O. (2011). Frugal innovation in emerging markets. Research-Technology Management, 54(4), 38–45.
Zheng, W. (2010). A social capital perspective of innovation from individuals to nations: Where is empirical literature directing us? International Journal of Management Reviews, 12(2), 151–183.
Metadata
Title
Understanding the feasibility and value of grassroots innovation
Author
Shaphali Gupta
Publication date
12-03-2019
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 5/2020
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00639-9

Other articles of this Issue 5/2020

Journal of the Academy of Marketing Science 5/2020 Go to the issue

Editorial

New perspectives on business model innovations in emerging markets

Original Empirical Research

Employee-level open innovation in emerging markets:linking internal, external, and managerial resources

Editorial

Introduction to the business model innovations in emerging markets special issue

Original Empirical Research

Does doing good lead to doing better in emerging markets? Stock market responses to the SRI index announcements in Brazil, China, and South Africa

Conceptual/Theoretical Paper

A theoretical model of the formation and dissolution of emerging market international marketing alliances

Original Empirical Research

Leveraging service recovery strategies to reduce customer churn in an emerging market