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New perspectives on business model innovations in emerging markets

机译：新兴市场商业模式创新的新观点

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摘要

This article discusses the ten research papers compiled for theJournal of Academy of Marketing Science(JAMS) Special Issue, which has the express purpose of laying new groundwork for the understanding of business model innovations in emerging markets. Altogether, the papers delineate a new organizational framework for doing business in emerging markets and for optimizing gains from emerging market innovations. This Special Issue defines and clearly differentiates emerging market innovations (EMIs) from developed market innovations (DMIs) and provides a generalizable framework. The proposed framework corresponds to the process whereby developed market firms do business in emerging markets, capitalize on the innovative potential therein, reap the benefits and drawbacks of reverse innovations back to developed markets, and, finally, continually refine and optimize their innovation strategies. This study offers crucial managerial guidance through discussion on marketing to the Bottom-of-Pyramid (BoP), the importance of Grassroots Innovation (GRI), the necessity of Corporate Social Responsibility (CSR) strategies, and the role of employees in open innovation. Lastly, this Special Issue posits conceptual and methodological limitations and future research direction to capture the emerging market phenomena entirely.
机译：本文讨论了为营销科学院（果酱）特别问题编制的十篇研究论文，表达目的是为新兴市场的商业模式创新奠定新的基础。总共，论文描绘了新兴市场开展业务的新组织框架，并从新兴市场创新中优化收益。此特殊问题定义，并清楚地区分了来自开发的市场创新（DMIS）的新兴市场创新（EMIS），并提供了更广泛的框架。拟议的框架对应于开发市场公司在新兴市场开展业务的过程，利用其中的创新潜力，从逆向创新返回发达市场的效益和缺点，最后，持续地彻底改进和优化他们的创新策略。本研究通过讨论营销到底层金字塔（BOP），基层创新（GRI）的重要性，提供了重要的管理指导，以员工社会责任（CSR）战略以及员工在公开创新中的作用。最后，这个特殊问题有概念和方法的局限和未来的研究方向，完全捕捉新兴市场现象。

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