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首页> 外文期刊>International Journal of Rural Management >Jugaad - from 'making do' and 'quick fix' to an innovative, sustainable and low-cost survival strategy at the bottom of the pyramid. (Special Issue: Rural marketing.)
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Jugaad - from 'making do' and 'quick fix' to an innovative, sustainable and low-cost survival strategy at the bottom of the pyramid. (Special Issue: Rural marketing.)

机译：Jugaad-从“做事”和“快速解决”到金字塔底的创新，可持续和低成本生存策略。 （特刊：农村市场。）

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Until recent times, Indian jugaad was commonly constructed to be a frugal form of innovation engendered from the lack of resources and unhealthy financial conditions, and has been recently imported in the management literature. In this exploratory article, we extend the concept of jugaad to highlight the various facets of jugaad, and illustrate how poor people are applying jugaad, despite their low-levels of literacy, and frugal resources, as a survival strategy. This study discusses Indian jugaad as not only a way of 'making do' but also a methodology that has emerged as a way of survival for consumers at the bottom of the pyramid (BOP). The article mainly focuses on jugaads at a BOP household-level to the level of BOP entrepreneurship. In this article, we cover major innovations that have uplifted the rural livelihood using a series of interviews with BOP consumers, producers, as well as distant observations. We conclude the article with a few key managerial implications and some directions for future research.Digital Object Identifier http://dx.doi.org/10.1177/0973005212461995
机译：直到最近，由于缺乏资源和不健康的财务状况，印度jugaad通常被构造为一种节俭的创新形式，并且最近已被引入管理文献中。在这篇探索性文章中，我们扩展了jugaad的概念，以突出jugaad的各个方面，并说明了穷人如何使用jugaad（尽管他们的素养和节俭水平较低）作为生存策略。这项研究将印度jugaad讨论为“做事”的方法，而且将其作为金字塔底层（BOP）消费者生存的一种方法。本文主要关注BOP家庭级别至BOP企业家级别的巨型人物。在本文中，我们将通过一系列对BOP消费者，生产者的访谈以及遥远的观察，探讨改善农村民生的重大创新。我们以一些关键的管理含义和将来的研究方向总结了本文。数字对象标识符http://dx.doi.org/10.1177/0973005212461995

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