Abstract
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.
Similar content being viewed by others
Notes
Market development is the process of creating conditions that enable a continuing set of exchanges between buyers and sellers (Lazonick, 1990). Markets at the BOP are those that include consumers and/or producers that belong to BOP communities.
References
Abraham, R. (2007). Mobile Phones and Economic Development: Evidence from the fishing industry in India, Information Technologies and International Development 4 (1): 5–17.
Al-Jaghoub, S. and Westrup, C. (2003). Jordan and ICT-Led Development: Towards a competition state? Information Technology & People 16 (1): 93–110.
Anderson, J. (2006). A Structured Approach for Bringing Mobile Communication to the World’s Poor, Electronic Journal of Information Systems in Developing Countries 27 (2): 1–9.
Annamalai, K. and Rao, S. (2003). ITC’s E-Choupal and Profitable Rural Transformation, What Works Case Study, World Resources Institute, [WWW document] http://www.wri.org/publication/what-works-itcs-e-choupal-and-profitable-rural-transformation (accessed 10 April 2012).
Avgerou, C. (2008). Information Systems in Developing Countries: A critical research review, Journal of Information Technology 23 (1): 133–146.
Badiane, O. and Shively, G. (1998). Spatial Integration, Transport Costs, and the Response of Local Prices to Policy Changes in Ghana, Journal of Development Economics 56 (2): 411–431.
Banerjee, A.V. and Duflo, E. (2007). The Economic Lives of the Poor, The Journal of Economic Perspectives 21 (1): 141–168.
Barrett, M., Sahay, S. and Walsham, G. (2001). Information Technology and Social Transformation: GIS for forestry management in India, Information Society 17 (1): 5–20.
Bartels, R. (1968). The General Theory of Marketing, Journal of Marketing 32 (1): 29–33.
Best, M.L. and Kumar, R. (2008). Sustainability Failures of Rural Telecenters: Challenges from the sustainable access in rural India project, Information Technologies and International Development 4 (4): 31–45.
Blocker, C., Ruth, J., Sridharan, S., Beckwith, C., Ekici, A., Goudie-Hutton, M., Rosa, J., Saatcioglu, B., Talukdar, D., Trujillo, C. and Varman, R. (2012). Understanding Poverty and Promoting Poverty Alleviation through Transformative Consumer Research, Journal of Business Research 66 (8): 1195–1202.
Braa, J., Monteiro, E. and Sahay, S. (2004). Networks of Action: Sustainable health information systems across developing countries, MIS Quarterly 28 (3): 337–362.
Castells, M. (1996). The Rise of the Network Society, Oxford: Blackwell.
Ciborra, C. (2005). Interpreting E-Government and Development Efficiency, Transparency or Governance at a Distance? Information Technology & People 18 (3): 260–279.
Daft, R.L. (1978). A Dual-Core Model of Organizational Innovation, Academy of Management Journal 21 (2): 193–210.
Damanpour, F. (1991). Organizational Innovation: A meta-analysis of effects of determinants and moderators, Academy of Management Journal 34 (3): 555–590.
Dean, M. (1999). Governmentality: Power and rule in modern society, London: Sage.
Donner, J. (2008). Research Approaches to Mobile Use in the Developing World: A review of the literature, The Information Society 24 (3): 140–159.
Duncombe, R. and Heeks, R. (2002). Enterprise across the Digital Divide: Information systems and rural microenterprise in Botswana, Journal of International Development 14 (1): 61–74.
Giddens, A. (1984). The Constitution of Society: Outline of the theory of structure, Berkeley: University of California Press.
Grewal, R., Chakravarty, A. and Saini, A. (2010). Governance Mechanisms in Business-to-Business Electronic Markets, Journal of Marketing 74 (4): 45–62.
Hammond, A.L., Kramer, W.J., Katz, R.S., Tran, J.T. and Walker, C. (2007). The Next Four Billion: Market size and business strategy at the base of the Pyramid, Washington DC: World Resources Institute, International Finance Corporation.
Heeks, R. and Kenny, C. (2002). ICTs and Development: Convergence or divergence for developing countries? Information and Communication Technologies and Development: New opportunities, perspectives and challenges, IFIP WG9.4 Conference: Bangalore.
Huang, J. and Rozelle, S. (1998). Market Development and Food Demand in Rural China, China Economic Review 9 (1): 25–45.
Hundeide, K. (1999). Four Different Meanings of Being Poor, Psychology and Developing Societies 11 (2): 143–155.
Kanungo, S. (2003). Information Village: Bridging the digital divide in rural India, in S. Krishna and S. Madon (eds.) The Digital Challenge: Information technology in the development context, Aldershot: Ashgate, pp. 104–123.
Karnani, A. (2007). The Mirage of Marketing to the Bottom of the Pyramid: How the private sector can help alleviate poverty, California Management Review 49 (4): 90–111.
Karnani, A. (2010). Failure of the Libertarian Approach to Reducing Poverty, Asian Business & Management 9 (March): 5–21.
Karnani, A. (2011). Reducing Poverty through Employment, Innovations 6 (2): 73–97.
Kinetz, E. (2012). AP IMPACT: Indian lender SKS’ own probe links it to borrow suicides, despite company denials, The Canadian Press, 24 February 2012.
Klein, H.K. and Myers, M.D. (1999). A Set of Principles for Conducting and Evaluating Interpretive Field Studies in Information Systems, MIS Quarterly 23 (1): 67–88.
Lazonick, W. (1990). Business Organisation and the Myth of the Market Economy, Cambridge: Cambridge University Press.
London, T., Anupindi, R. and Sheth, S. (2010). Creating Mutual Value: Lessons learned from ventures serving base of the pyramid producers, Journal of Business Research 63 (6): 535–656.
Macintyre, S. (2007). Deprivation Amplification Revisited; Or, Is it Always True that Poorer Places have Poorer Access to Resources for Healthy Diets and Physical Activity? International Journal of Behavioral Nutrition and Physical Activity 4 (32).
Madon, S. (2005). Governance Lessons from the Experience of Telecentres in Kerala, European Journal of Information Systems 14 (4): 401–416.
Molla, A. (2000). Downloading or Uploading? The information economy and Africa’s current status, Information Technology for Development 9 (3–4): 205–221.
Mosse, E. and Sahay, S. (2003). Counter Networks, Communication and Health Information Systems: A case study from Mozambique, in M. Korpela, R. Montealegre and A. Poulymenakou (eds.) Proceedings of the International Federation of Information Processing, IFIP 9.4 and 8.2 Joint Conference on Organizational Information Systems in the Context of Globalization. Dordrecht, The Netherlands: Kluwer, 271–290.
Myers, M.D. and Newman, M. (2007). The Qualitative Interview in IS Research: Examining the craft, Information and Organization 17 (1): 2–26.
Narayan, D., Chambers, R., Shah, M.K. and Petesch, P. (2000). Voices of The Poor: Crying out for change. New York, Oxford University Press. World Bank Report.
Narayan, D. and Petesch, P. (2000). Voices of the Poor: From many lands, New York: Oxford University Press for the World Bank.
Patton, M.Q. (2002). Qualitative Research and Evaluation Methods, 3rd edn Thousand Oaks, London, New Delhi: Sage Publications, International Educational and Professional Publisher.
Peterson, C., Sandell, V. and Lawlor, A. (2001). What Works: TARAhaat’s portal for rural India. World Resources Institute, [www document] http://www.wri.org/publication/what-workstarahaats-portal-for-rural-india (accessed 10 April 2012).
Pitta, D.A., Guesalaga, R. and Marshall, P. (2008). The Quest for the Fortune at the Bottom of the Pyramid: Potential and challenges, Journal of Consumer Marketing 25 (7): 393–401.
Prahalad, C.K. (2005). The Fortune at the Bottom of the Pyramid: Eradicating poverty through profits, Upper Saddle River, NJ: Wharton School Publishing.
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. and Hammond, A. (2002). Serving the World’s Poor, Profitably, Harvard Business Review 80 (9): 48–57.
Prahalad, C.K. and Hart, S.L. (2002). The Fortune at the Bottom of the Pyramid, Strategy+Business 26 (1): 54–67.
Puri, S.K. and Sahay, S. (2003). Participation through Communicative Action: A case study of GIS for addressing land/water development in India, IT for Development 10 (3): 179–199.
Rashid, A.T. and Rahman, M. (2009). Making Profit to Solve Development Problems: The case of telenor as and the village phone programme in Bangladesh, Journal of Marketing Management 25 (9/10): 1049–1060.
Rose, N. (1999). Powers of Freedom: Reframing political thought, Cambridge Cambridge University Press.
Roy, M. and Wheeler, D. (2006). A Survey of Micro-Enterprise in Urban West Africa: Drivers shaping the sector, Development in Practice 16 (5): 452–464.
Ruth, J.A. and Hsiung, R.A. (2007). A Family Systems Interpretation of How Subsistence Consumers Manage: The case of South Africa, in J.A. Rosa and M. Viswanathan (eds.) Advances in International Management Series, Vol. 20, Oxford: Elsevier, pp. 59–87.
Sahay, S. (2001). Introduction to the Special Issue on ‘IT and Health Care in Developing Countries’, Electronic Journal on Information Systems in Developing Countries 5 (0): 1–6.
Sen, A.K. (1993). Capability and Well-Being, in M. Nussbaum and A.K. Sen (eds.) The Quality of Life, Oxford: Clarendon Press.
Sheth, J. and Sisodia, R. (1993). The Information Mall, Telecommunications Policy 17 (5): 376–389.
Sinha, D., Tripathi, R.C. and Mishra, G. (1982). Deprivation: Its social roots and psychological consequences, New Delhi, India: Concept Press.
Strauss, A. and Corbin, J. (1998). Basics of Qualitative Research, Thousand Oaks, CA: Sage Publications.
Tushman, M. and Nadler, D. (1986). Organizing for Innovation, California Management Review 28 (3): 74–92.
The Real Wealth of Nations: Pathways to Human Development; United Nations Human Development Report (2010) http://hdr.undp.org/en/media/HDR_2010_EN_Table1.pdf, (accessed 20 January 2012).
Upton, D.M. and Fuller, V.A. (2004). ITC E-Choupal Initiative, in Harvard Business School Publishing Case Collection, Cambridge, MA: Harvard Business School Publishing.
Vachani, S. and Smith, N.C. (2008). Socially Responsible Distribution: Distribution strategies for reaching the bottom of the pyramid, California Management Review 50 (2): 52–84.
Varman, R., Skålén, P. and Belk, R. (2012). Conflicts at the Bottom of the Pyramid: Profitability, poverty alleviation, and neoliberal governmentality, Journal of Public Policy & Marketing 31 (1): 19–35.
Viswanathan, M., Sridharan, S. and Ritchie, R. (2010). Understanding Consumption and Entrepreneurship in Subsistence Marketplaces, Journal of Business Research 63 (6): 570–581.
Walsh, J.P., Kress, J.C. and Beyerchen, K.W. (2005). Book Review Essay: Promises and perils at the bottom of the pyramid, Administrative Science Quarterly 50 (3): 473–482.
Walsham, G. (2006). Doing Interpretive Research, European Journal of Information Systems 15 (3): 320–330.
Walsham, G., Robey, D. and Sahay, S. (2007). Foreword: Special issue on information systems in developing countries, MIS Quarterly 31 (2): 317–326.
Walsham, G. and Sahay, S. (1999). GIS for District-Level Administration in India: Problems and opportunities, MIS Quarterly 23 (1): 39–65.
Westrup, C., Liu, W., El Sayed, H. and Al Jaghoub, S. (2003). Taking Culture Seriously: ICTs, cultures and development, in S. Madon and S. Krishna (eds.) The Digital Challenge: Information technology in the development context, Hampshire: Ashgate.
Yunus, M. (2007). The Nobel Peace Prize 2006 Nobel Lecture, Law and Business Review of the Americas 13 (2): 267–275.
Zheng, Y. and Walsham, G. (2008). Inequality of What? Social exclusion in the e-society as capability deprivation, Information Technology and People 21 (3): 222–243.
Acknowledgements
The authors would like to thank three anonymous reviewers and the Special Issue Editors for feedback and comments that helped us substantially improve the manuscript.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Tarafdar, M., Singh, R. & Anekal, P. Impact of ICT-enabled product and process innovations at the Bottom of the Pyramid: a market separations perspective. J Inf Technol 28, 279–295 (2013). https://doi.org/10.1057/jit.2013.21
Published:
Issue Date:
DOI: https://doi.org/10.1057/jit.2013.21