Catalyzing new product adoption at the base of the pyramid

Yorgos Marinakis, Steven Thomas Walsh, Rainer Harms

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

2 Citations (Scopus)
708 Downloads (Pure)

Abstract

One of the more perplexing of the entrepreneurial issues at the Base of the Pyramid (BoP) is how to catalyze new product adoption by BoP consumers. Because S-shaped adoption dynamics are the result of cultural transmission bias, the question can be rephrased as, how can an entrepreneur overcome conformity bias. We modified the Technology Acceptance Model (TAM) to include conformity bias. We then qualitatively applied the model to three examples from the literature, namely fuel stoves in Darfur refugee camps, M-Pesa in Kenya and Tata Nano in India. We found that selling in road shows and tent shows catalyzed technology adoption; and all other things being equal, the less radical innovation diffused more easily than the more radical innovation. Operationalization of the results is discussed.
Original languageEnglish
Title of host publicationIAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking
Place of PublicationOrlando
Pages775-794
Publication statusPublished - 15 May 2016
Event25th International Conferenco on Management of Technology, IAMOT 2016: Technology - Future Thinking - Orlando, United States
Duration: 15 May 201619 May 2016
Conference number: 25

Conference

Conference25th International Conferenco on Management of Technology, IAMOT 2016
Abbreviated titleIAMOT
CountryUnited States
CityOrlando
Period15/05/1619/05/16

Keywords

  • IR-101405
  • METIS-318007

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