Non-Ownership Services for the Base of the Pyramid: An Analysis of the Applicability of Innovative Business Concepts
Bachelor Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,4, European Business School - International University Schloß Reichartshausen Oestrich-Winkel, language: English, abstract: An analysis of the applicability of NOS for the BoP in emerging markets is the goal of this thesis. A conceptual classification of NOS is developed and the BoP as potential market is identified to enable this analysis. The applicability is investigated through an identification of successful business concepts in developed and emerging markets and an imaginary transfer of concepts from developed to emerging markets, based on previously identified entry potentials. In order to base the analysis on a solid conceptual framework, first, the shift from a goods-dominated (G-D) to a service-dominated (S-D) logic and the connected concept of value co-creation is demonstrated referring to existing literature. Furthermore, the concept of NOS is characterized and defined as conceptual framework for the following analysis. Moreover, a typology of NOS is developed to systematically categorize existing concepts. Second, the BoP is identified as potential target market for the application of NOS by defining and characterizing the market perspective and referring to underlying market data. Special aspects to be concerned while doing business at the BoP and specific needs of BoP consumers are also elaborated on for the applicability of NOS. Third, to systematically transfer the concept, successful NOS business models in developed markets are analyzed and classified as well as successful concepts at the BoP based on the developed conceptual framework to demonstrate current developments. Here, additionally, market entry potential through possible shortcomings is investigated. Based on this potential market entry wedges, identified concepts are transferred from developed markets to the BoP. Finally, implications for different stakeholders are derived, limitations and future directions elaborated, and the results of the analysis summarized in the concluding part of this thesis.
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adapted Additionally analysis analyzed Appendix application aspect asset Base BoP consumers BoP markets business concepts business models capita car sharing Categories of Needs challenge characteristics characterization Cloud based competitive advantage consumption data no data defined developed markets differentiation Digital Real Digital dominant logic economic Edvardsson emerging markets entrepreneurial entrepreneurship Furthermore Gomez-Arias Goods-Dominant Grönroos Gummesson & Lovelock Harvard Business Review IHIP income innovative institutional integration international dollar Journal Of Marketing Karnani leasing service Maglio Management Review market entry Netflix networks Non-Ownership Services offerings operand resources operant resources ownership perspective population Poverty gap poverty line property rights purchasing power purchasing power parity Pyramid Real Digital Real rental services Research S-D logic Service System Service-Dominant Logic services e.g. social social constructivism Subrahmanyan Theory typology underlying unit of exchange value co-creation value creation value-in-social-context value-in-use Vargo & Lusch Vargo and Lusch Viswanathan World Bank