低收入市场的创新概念

IF 0.7 4区 管理学 Q4 BUSINESS Rbgn-Revista Brasileira De Gestao De Negocios Pub Date : 2018-01-01 DOI:10.7819/RBGN.V20I1.3044
Vitor Koki da Costa Nogami, F. Vieira, Andres Rodriguez Veloso
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引用次数: 9

摘要

目的-调查概念和采用创新在低收入市场。设计/方法/方法-进行了四项不同的研究。首先,对来自研究生项目的126位营销与创新教授进行了德尔福研究。其次,对13位专业人员、技术支持专业人员和零售经理进行访谈。第三,针对低收入消费者的两个焦点群体。第四,对390名受访者进行调查。研究结果-研究结果表明,低收入市场的创新主要表现为产品的适应和调整,强调渐进式创新,而不是激进式创新。此外,在这方面采用创新的特点是较晚的,而不是最初的。原创性/价值——在理论贡献方面,本研究揭示了创新概念是如何在低收入市场中形成的。从一个由来自不同市场主体(工业、零售和消费者)的信息共同构建的视角来看,研究结果对于理解一种现象变得更加有力。此外,除了不同的市场主体外,还使用了不同的数据收集和分析方法,进一步丰富了结果。这种集体贡献,基于社会建设的理论文献,采访不同的市场主体和使用不同的方法方法,协同增强了本文的发展。
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Concept of innovation in low-income market
Purpose – Investigate the concept and the adoption of innovation in the low-income market. Design/methodology/approach – Four different studies were conducted. First, a Delphi study with 126 Marketing and Innovation professors from graduate programs. Second, interviews with 13 professionals, technical assistance professionals and retail managers. Third, two focus groups with low-income consumers. Fourth, survey with 390 respondents. Findings – The results indicate that innovations in the low-income markets are mainly characterized by adaptations and adjustments in products, with emphasis on incremental innovations, not radical. In addition, the adoption of innovation in this context is characterized as late, not initial. Originality/value – In terms of theoretical contributions, the present study reveals how the concept of innovation is built in the low-income market. From a perspective collectively constructed with information from different market agents (industry, retail and consumers), research findings become robust to understanding a phenomenon. Moreover, in addition to different market agents, different methods of data collection and analysis were also used, further enriching the results. This collective contribution, based theoretically on a literature of social construction, interviewing different market agents and using different methodological approaches, synergistically potentiated the development of this paper.
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来源期刊
CiteScore
2.10
自引率
9.10%
发文量
16
审稿时长
50 weeks
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