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.
|Title of host publication||IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking|
|Place of Publication||Orlando|
|Publication status||Published - 15 May 2016|
|Event||25th International Conferenco on Management of Technology, IAMOT 2016: Technology - Future Thinking - Orlando, United States|
Duration: 15 May 2016 → 19 May 2016
Conference number: 25
|Conference||25th International Conferenco on Management of Technology, IAMOT 2016|
|Period||15/05/16 → 19/05/16|
Marinakis, Y., Walsh, S. T., & Harms, R. (2016). Catalyzing new product adoption at the base of the pyramid. In IAMOT 2016 - 25th International Association for Management of Technology Conference, Proceedings: Technology - Future Thinking (pp. 775-794). Orlando.