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Impact of ICT-enabled product and process innovations at the Bottom of the Pyramid: a market separations perspective

机译：基于ICT的产品和流程创新在金字塔底层的影响：市场分离的角度

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Innovations in products and processes enabled by ICT such as mobile phones and the Internet constitute a rapidly emerging means of market development at the Bottom of the Pyramid (BOP), which consists of people who earn less than US$2 a day. However, these ICT-enabled market development efforts have not always yielded positive developmental outcomes, in part because market development is hindered by remote location and geographic dispersion of BOP communities, their low and uncertain incomes, and informal local markets having exploitative intermediaries. These conditions imply that BOP consumers and producers are 'separated' from marketers and customers, respectively, through physical distance, lack of financial ability, and information asymmetry. The paper examines the question: How do ICT innovations in products and processes impact development at the BOP? Drawing perspectives from the information systems (IS) and marketing literatures, we analyze how and why ICT-enabled innovations in products and processes deployed for market development at the BOP, enable developmental outcomes through reduction of market separations. Analyzing qualitative data gathered from interviews with 33 respondents in India, including BOP individuals, social entrepreneurs, and managers from private organizations, we find that ICT-enabled product and process innovations do have the potential to reduce four types of separations that 'disconnect' BOP consumers (producers) from marketers (customers). However, situated social conditions influence the impact of ICT innovations on reduction of separations. The reduction of separations leads to developmental outcomes at the BOP. Implications of our findings for theory, practice, and policy are discussed.
机译：ICT技术促成的产品和流程创新，例如移动电话和互联网，是金字塔底层（BOP）的一种迅速兴起的市场开发手段，该群体由每天收入不足2美元的人们组成。但是，这些由ICT推动的市场开发工作并不总是产生积极的发展成果，部分原因是BOP社区的偏远地理位置和地理分布，低收入和不确定的收入以及具有剥削性中介的非正式本地市场阻碍了市场开发。这些条件意味着，国际收支平衡的消费者和生产者由于实际距离，缺乏财务能力和信息不对称而分别与营销人员和消费者“隔离”。本文探讨了以下问题：产品和流程中的ICT创新如何影响BOP的发展？我们从信息系统（IS）和市场营销文献的角度出发，分析在BOP上为市场开发部署的产品和流程中，ICT推动的创新如何通过产品和流程进行创新，以及如何通过减少市场分离来实现发展成果。分析从印度33位受访者（包括BOP个人，社会企业家和私营组织的经理）的访谈中收集的定性数据，我们发现ICT支持的产品和流程创新确实有可能减少“断开” BOP的四种分离营销者（客户）的消费者（生产者）。但是，所处的社会条件影响着ICT创新对减少分离的影响。减少离婚导致国际收支平衡点的发展。讨论了我们的发现对理论，实践和政策的影响。

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