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Digitally mediated value creation for non-commodity base of the pyramid producers

机译：数字介导的金字塔生产商非商品基地的价值创造

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摘要

Base of the Pyramid (BoP) producers have limited opportunities to create and capture value due to various constraints, which keeps them trapped in the vicious cycle of poverty. The emerging literature on the role of Information and Communication Technologies (ICTs) in the poverty alleviation of BoP producers focuses on ICT-enabled solutions to value capture. However, ICT-enabled solutions to create value at the BoP have received less attention. In this paper, we study the issues surrounding value creation for non-commodity BoP producers by employing a case study of four organisations in rural India. Our findings reveal two critical mechanisms for ICT-enabled value creation in a resource-constrained environment: awareness creation and repeated engagement. We find that ICT-enabled awareness creation has a positive impact on value-added, but this effect decreases as product complexity increases. We also find that ICT-mediated repeated engagement and value-added have an inverted U-shape relationship, with value-added increasing with complexity, but after a threshold, value-added declines with increase in complexity. Building on these findings, we use the lens of value co-creation and media richness perspective to contribute to theory, practice and policy by underscoring how awareness creation and repeated engagement act as key dimensions for value creation. We delineate how limitations in ICT infrastructure can be overcome in resource-constrained environments and explicate a conceptualisation of ICT-mediated joint value creation in general for spatially separated actors.
机译：金字塔（BOP）生产商的基地有限的机会创造和捕获价值由于各种限制，使他们陷入贫困的恶性循环中。新兴文献对信息和通信技术（信息通信技术）在贫困的扩展中的作用，专注于支持ICT的捕获解决方案。但是，启用了ICT的解决方案以在BOP上创建值的解决方案较少受到关注。在本文中，我们研究了在印度农村四个组织的案例研究时研究了非商品博普生产商周边价值创造的问题。我们的调查结果揭示了一个支持ICT的价值创建的两个关键机制，在资源受限的环境中：意识创造和重复参与。我们发现支持ICT的意识创作对增值具有积极影响，但随着产品复杂性的增加，这种效果会降低。我们还发现ICT介导的重复接合和增值具有倒U形关系，具有复杂性的增值增加，但在阈值之后，复杂性增加的增值下降。在这些调查结果上，我们使用价值共同创造和媒体丰富度的镜头来促进理论，实践和政策，通过强调建立意识和重复的参与如何作为价值创造的关键方面。我们描绘了在资源受限的环境中可以克服ICT基础设施的限制，并在空间分离的作用者中阐明ICT介导的联合价值创建的概念化。

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