Leveraging Emerging Market Potential through Boundary-Spanning : Customer Collaboration at the Bottom of the Pyramid
Type
conference paper
Date Issued
2008-12-12
Author(s)
Rosenkranz, Nicole
Abstract
Theoretical and empirical studies provide robust and validated support that future growth will be dominated by those companies that master the transition to emerging economies. However, the success of multi-national companies in doing so is limited and questions on how to serve these markets remain unanswered. The notion of boundary-spanning as a source of collaborative knowledge generation may posit a fruitful venue for a more solid understanding of and successful business with the bottom of the pyramid. Embedded in the knowledge and capabilities perspective, the central argument of this research is that boundary-spanning by means of customer collaboration can nurture knowledge generation, which leads to adaptive responsiveness to customers at the ‘bottom of the pyramid' while simultaneously integrating them into the development of their markets.
Language
English
Keywords
Boundary spanning
learning
HSG Classification
not classified
Refereed
Yes
Publisher
Strategic Management Society
Start page
1015
Event Title
Strategic Management Society Special Conference
Event Location
Hyderabda, India
Subject(s)
Eprints ID
55684