Implementation of Social Innovations in Subsistence Marketplaces: A Facilitated Institutional Change Process Model

Implementation of social innovations in subsistence marketplaces often fails as a result of not bringing about institutional change. In this article, we study the process through which social enterprises facilitate local communities in effecting the process of institutional change as they introduce social innovations. Analyzing rich ethnographic data from 19 social enterprises, we develop the process of “facilitated institutional work” for implementing social innovation. We present a process model for implementing social innovation with four distinct stages involving social enterprises—(1) legitimating themselves within local communities, (2) disrupting aspects of the local institutional environment, (3) helping re‐envision institutional norms or practices, and (4) resourcing the institutional change process. The four stages relate to important concerns that local communities have in working with social enterprises implementing social innovations. These community‐level concerns revolve around the following questions: (1) Why should we allow an external social enterprise to be involved in our affairs? (2) Why do we need to change? (3) What should we change and what should we sustain? and (4) What role should we play in implementing change (such as in mobilizing resources)? This article demonstrates that bringing about institutional change is often necessary for implementing social innovations in subsistence marketplaces. The findings depict a participatory approach in which social enterprises work with local communities to bring about the institutional conditions necessary for implementing social innovation.     

Finding Commercially Attractive User Innovations: A Test of Lead‐User Theory*

Firms and governments are increasingly interested in learning to exploit the value of lead‐user innovations for commercial advantage. Improvements to lead‐user theory are needed to inform and to guide these efforts. The present study empirically tests and confirms the basic tenets of lead‐user theory. It also uncovers some new refinements and related practical applications. Using a sample of users and user–innovators drawn from the extreme sport of kite surfing, an analysis was made of the relationship between the commercial attractiveness of innovations developed by users and the intensity of the lead‐user characteristics those users display. A first empirical analysis is provided of the independent effects of its two key component variables. In the empirical study of user modifications to kite‐surfing equipment, it was found that both components independently contribute to identifying commercially attractive user innovations. Component 1, the high expected‐benefits dimension, predicts innovation likelihood, and component 2, the ahead of the trend dimension, predicts both the commercial attractiveness of a given set of user‐developed innovations and innovation likelihood due to a newly proposed innovation supply side effect. It was concluded that the component variables in the lead‐user definition are indeed independent dimensions, so neither can be dropped without loss of information—an important matter for lead‐user theory. It also was found that adding measures of users' local resources can improve the ability of the lead‐user construct to identify commercially attractive innovations under some conditions. The findings reported here have practical as well as theoretical import. Product modification and development has been found to be a relatively common user behavior in many fields. Thus, from 10 to nearly 40 percent of users report having modified or developed a product for in‐house use in the case of industrial products or for personal use in the case of consumer products in fields sampled to date. As a practical matter, therefore, it is important to find ways to selectively identify the user innovations that manufacturers will find to be the basis for commercially attractive products in the collectivity of user‐developed innovations. The implications of these findings for theory as well as for practical applications of the lead‐user construct are discussed—that is, how variables used in lead‐user studies can profitably be adapted to fit specific study contexts and purposes.     

Looking for a Needle in a Haystack: How to Search for Bottom‐Up Social Innovations that Solve Complex Humanitarian Problems

The worldwide increase in societal challenges is putting pressure on humanitarian organizations to develop sophisticated approaches to leverage social innovations in the humanitarian sector. Since humanitarian problems are complex problems, with the relevant knowledge being hidden, organizational search theory advocates the application of bottom‐up and theory‐guided search processes to identify the social innovations that solve these. Unfortunately, there has been no theoretical attention to understanding which approaches apply in this context. Further, established theory‐guided bottom‐up search processes, such as the lead user method, are unsuitable to the humanitarian sector, and we lack practice examples of adequate search processes. To start addressing this gap in theory and practice, procedural action research was done with the International Federation of Red Cross and Red Crescent Societies to develop a theory‐guided bottom‐up innovation search process for the real‐life humanitarian problem of recurring floods in Indonesia. It revealed that an innovation search process for this context must differ significantly concerning its objectives and the steps to be taken from the lead user method, which was used as a starting point. Further, a comparison of the technical quality and the social impacts of the identified social innovations with social innovations identified through a non‐theory‐guided bottom‐up search process (i.e., an innovation contest) suggests the superiority of this theory‐guided search process. With this conclusion and the insights derived throughout the development of the search process, this study makes important contributions to theory development in the social and open innovation literatures and delivers important recommendations for social innovation practice in the humanitarian sector.     

Impacts of Hedonic and Utilitarian User Motives on the Innovativeness of User‐Developed Solutions

When individual consumers develop products for their own use, they in part expect to be rewarded by the use value of what they are creating (utilitarian user motives), and in part expect to be rewarded intrinsically by such things as the fun and learning experience derived from creating it (hedonic user motives). This paper shows a first‐of‐type study to understand the relationship between individual consumers' motives to innovate and the novelty and utility of the solutions they develop. The theoretical framework integrates self‐determination theory and goal‐setting theory. The major findings of this study are that utilitarian user motives positively affect the utility of user‐developed innovations. In contrast, hedonic user motives drive solution novelty; the more an innovator is “in it for fun,” the more novel the solution developed. However, hedonic user motives also have an inverted U‐shaped relationship with solution utility. When the dominant motive for developing an innovation is the joy of the creative process rather than use value, the utility of what is developed is negatively affected. These findings are of research interest, and can be of significant practical interest to producers hoping to benefit from user‐developed innovations. For the first time, it has been possible to show that the adjustment of hedonic rewards, for example by means such as gamification, can affect the nature and utility of solutions individuals create.     

Fostering inclusive social innovation in subsistence marketplaces through community-level alliances: An institutional work perspective

Social enterprises can play an instrumental role in addressing major societal challenges in subsistence marketplaces through the creation of shared value. However, there are many social barriers in subsistence contexts that exclude vulnerable groups from participating in, and benefiting from, the shared value creation process. These social barriers are contextual in nature and arise from sources such as gender-based discrimination or caste-based discrimination. The exclusion of such vulnerable groups undermines the goal of inclusive social innovation and sparks concerns of elite-capture of shared value in subsistence marketplaces. In this paper, we highlight how social enterprises can overcome the concern of elite-capture of shared value by fostering inclusive social innovation in subsistence contexts. Our research draws from a longitudinal inductive study of nine Indian social enterprises operating in industrial markets such as agriculture and logistics. We apply and extend insights from institutional work perspective to uncover three principal mechanisms for fostering inclusive social innovation, namely – a) relational work, b) inclusion work and c) equity work. These mechanisms work in concert to facilitate the a) creation of shared value in subsistence contexts, b) inclusive distribution of shared value, and c) fair distribution of shared value.     

Collective action for market chain innovation in the Andes

The Papa Andina network employs collective action in two novel approaches for fostering market chain innovation. The participatory market chain approach (PMCA) and stakeholder platforms engage small potato producers together with market agents and agricultural service providers in group activities to identify common interests, share market knowledge and develop new business opportunities. These forms of collective action have generated commercial, technological and institutional innovations, and created new market niches for Andean native potatoes grown by poor farmers in remote highland areas. These innovations have benefited small farmers as well as other market chain actors. This paper describes Papa Andina’s experiences with collective action for market chain innovation. It then discusses the implications of these experiences for the understanding of collective action and the policy implications for research and development organizations.     

How middle managers manage the political environment to achieve market goals: Insights from China's state‐owned enterprises

Research summary: Although the middle management literature has identified various bridging roles performed by middle managers in the market environment, it is relatively vague about whether and how they manage the political environment to achieve market‐related goals. In an inductive field study of four large state‐owned enterprises based in mainland Communist China, operational middle managers were found to take an active role in dealing with political actors to achieve market efficiency in their local environments, performing two distinct bridging strategies. Our field study suggests that middle managers are better equipped than their bosses (top executives) as well as their subordinates (frontline employees) to perform the bridging function between competing market and political imperatives in various local settings. Managerial summary: For firms that operate in diverse geographies, it is challenging for a handful of top executives to deal with numerous political actors. This burden could be shared with operational middle managers, who play a bridging role by drawing on their operational knowledge and local networks. Our research on middle managers who work under the scrutiny of political actors in China found that they bridge market and political ideology by conveying common features that seem legitimate to both. They also bridge market goals and political actors with personal affect. Compared to top executives and frontline employees, middle managers have unique advantages in performing these bridging functions. Firms can enhance their strategy execution ability by training middle managers in dealing with political actors in diverse contexts. Copyright © 2016 John Wiley & Sons, Ltd.     

Sustainable Product and Market Development for Subsistence Marketplaces: Creating Educational Initiatives in Radically Different Contexts*

Developing products and business processes to serve subsistence marketplaces (or the roughly 4 billion poor around the world referred to as the bottom of the pyramid) is a significant challenge for businesses. Despite the importance of subsistence marketplaces, most product development educational curricula have been focused on relatively resource‐rich and literate consumers and markets. We teach an innovative year‐long product development course which includes an international immersion experience and which covers a broad spectrum of learning from understanding poverty, to consumer behavior, to product development and engineering design specifically for subsistence consumers. This unique course represents a pioneering effort to focus attention and create knowledge about product development, marketing, management, and engineering practices for subsistence marketplaces. Our two‐semester course sequence for graduate‐level students in a variety of business and engineering disciplines and industrial design combines in‐class pedagogy with experiential learning and results in useful and marketable product concepts and prototypes. Working on projects with multinational companies or startups, students identify an opportunity of general need, conduct field market research to better understand subsistence consumer needs and contexts through an international immersion experience, develop a product concept, convert the concept to a workable prototype, and develop a manufacturing plan, marketing strategy, and overall business plan for the product. Overlaying the content found in a typical new product development lab course we develop a contextual understanding of subsistence marketplaces, setting the stage for new product development. A central aspect of the learning experience is travel to subsistence markets for actual immersion in the context and to conduct market research. Our course is at the confluence of two of the most important issues facing humanity, subsistence and sustainability. Lessons learned here can also be extended to other radically different contexts, such as future scenarios involving severe energy shortages or climate change consequences. Such educational initiatives provide challenging learning experiences in preparing students for the unique demands of the 21st century.     

Social media and value co-creation in multi-stakeholder systems: A resource integration approach

This paper provides a theoretical framework of multi-stakeholder systems to explain value co-creation through the contextual means of actor-to-actor (A2A) interactions. In applying the A2A model, we explicate the resources provided by three actors in particular – customer, firm and social media platform in co-creating value via resource integration. The resources afforded by social media platforms positions these actors as “systems resource integrators” in both B2B (business-to-business) and B2C (business-to-consumer) contexts. The role of social media platforms as systems resource integrators is to provide a technological platform that exposes its modular resources to facilitate higher order resource formations through the active participation of non-intermediary actors (i.e. customers and firms); which otherwise limits the ability of firms and customers to realize their optimal value co-creation potential.Six propositions are derived from the conceptual framework provided in this paper. Through the higher order resource formation analogy underpinning the discussion in this paper, we argue the significance of understanding the qualities of social media resources for managers to facilitate more efficient resource configurations in the creation, transformation and renewal of resources via resource integration in actor interactions. The paper concludes with the strategic implications of the conceptual framework provided and future research directions.     

Inter-organizational collaborations for social innovation and social value creation: Towards the development of new research agenda and theoretical perspectives

The intensifying poverty and poorer living conditions, the need for greater social welfare along with ongoing damages to the natural environment in several contexts of the world have proved the increasing importance of social innovation for creating positive social and environmental change. This special issue addresses to the limitations in social innovation literature by providing insights into the role of inter-organizational collaborations in the process, practice and outcome of social innovation. Thus, the papers published in this special issue advance current knowledge and scholarship on different aspects of the social innovation phenomena occurring in inter-organizational contexts. The current paper reviews existing perspectives and studies on social innovation undertaken inter-organizational contexts, develops the future agenda for improving scholarship on social innovation occurring through inter-organizational collaborations, and provides the development of new theoretical ideas by focusing on some key studies in the literature and papers published in this special issue. With a focus on subsistence contexts that are characterized by limiting institutional environments, this paper identifies the types of partnerships that are being formed by social enterprises and individual social entrepreneurs, and how they may facilitate and foster social innovation practice and performance through social value creation.     

Electronic money: understanding its use to increase the effectiveness of policy

Policy on electronic money and electronic commerce would be more effective if there was a better understanding of the use of electronic money. The users’ perspective would complement the supply-side, economic and technological understanding of money with an understanding that emphasises the use of money in its social and cultural context. Mistaking the partial story for the whole can lead to costly misjudgements for providers and regulators. It also leads to an incomplete understanding of communication, innovation and social change.This article presents a methodology for exploring the users’ perspective, drawing on case studies on the actual use of electronic money. The user and his/her activities are placed at the centre. This leads to three shifts: the questions change, language and key concepts alter and the adoption and use of innovations is seen as a social activity. The users’ perspective presents three challenges for providers and policymakers. The first is to collect qualitative and quantitative data not only on the diffusion of innovations, but how innovations are used and not used in particular social and cultural contexts by different users. The second challenge is to find a language that will connect the economic analysis of supply and demand, cost and price with the study of use, trust and meaning. The third challenge is to acknowledge the interrelationship between the economic and non-economic aspects of our lives.     

Patented innovations developed in networks: The role of cultural looseness

The ongoing globalization tears down geographical barriers to knowledge sourcing, leaving cultural ones intact. Past research on developing innovations has largely neglected national culture or solely relied on cultural values. A recent body of research has emerged around cultural looseness – the strength of social norms and the degree of sanctioning within societies – and provided initial evidence on its importance for mastering creativity, an antecedent of innovations. However, the impact of cultural looseness on developing innovations in networks with diverse actors has not yet been tested. To this end, we develop a Multiple Indicator Multiple Causes (MIMIC) structural equation model and test it against empirical evidence from >1.25 million patented innovations. We find that in innovation networks, innovators based in culturally loose countries source knowledge of higher breadth and depth for developing innovations compared to innovators from culturally tight countries. We discuss our findings and – based on some study limitations – suggest seven streams for future research. We conclude with summarizing our contribution to theory on the impact of culture on innovation and our contribution to practice on helping managers to decide how to best source knowledge and thereby foster innovation.     

Uses of Agent‐Based Modeling in Innovation/New Product Development Research*

Little has been written in the new product development literature about the simulation technique agent‐based modeling, which is a by‐product of recent explorations into complex adaptive systems in other disciplines. Agent‐based models (ABM) are commonly used in other social sciences to represent individual actors (or groups) in a dynamic adaptive system. The social system may be a marketplace, an organization, or any type of system that acts as a collective of individuals. Agents represent autonomous decision‐making entities that interact with each other and/or with their environment based on a set of rules. These rules dictate the behavioral choices of the agents. In these simulation models, heterogeneous agents interact with each other in a repetitive process. It is from the interactions between agents that aggregate macroscale behaviors or trends emerge. The simulated environment can be thought of as a “virtual” society in which actions taken by one agent may have an effect on the resulting actions of another agent. This article is an introduction to the ABM methodology and its possible uses for innovation and new product development researchers. It explores the benefits and issues with modeling dynamic systems using this methodology. Benefits of ABMs found in sociology and management studies have found that as the heterogeneity of individuals increase in a system or as network effects become more important in a system, the effectiveness of ABMs as a methodology increases. Additionally, the more adaptive a system or the more the system evolves over time, the greater the opportunity to learn more about the adaptive system using ABMs. Limitations to using this methodology include some knowledge of computer‐programming techniques. Three potential areas of research are introduced: diffusion of innovations, organizational strategy, and knowledge and information flows. A common use of ABMs in the extant literature has been the modeling of the diffusion process between networked heterogeneous agents. ABMs easily allow the modeling of different types of networks and the impact of these networks on the diffusion process. A demonstrative example of an agent‐based model to address the research question of how should manufacturers allocate resources to research (exploration) and development (exploitation) projects is provided. Future courses of study using ABMs also are explored.     

More Innovation with Less? A Strategic Contingency View of Slack Resources,Information Search,and Radical Innovation

This study investigates the nonobvious interrelationship between slack resources and radical innovation. While organizational slack and innovation literature has implicitly recognized a link between these constructs, at least two important aspects of their relationship have been overlooked. First, little attention has been paid to the mechanisms by which slack resources become beneficial for radical innovation. Drawing on information search and organizational learning theories, we propose distal search activity—searching for information outside the current knowledge domain of the firm—as a mediating variable between slack resources and radical innovation. Second, little consideration has been given to the strategic orientation of the firm as the context in which slack resources are deployed to enhance radical innovation. Adopting Miles and Snow's typology of strategic archetypes, we propose a moderating role of strategy in the slack resources–distal search–radical innovation chain of relations. We tested our hypotheses on a sample of Chinese high‐technology firms, using multiple informant survey data and regression analysis. Our results indicate that slack resources are positively related to radical innovation, and that this relationship is partially mediated by distal search. Thus, there appear to be two routes (one direct, one indirect) to transform slack resources into radical innovation. Further, moderation analysis shows that the effect of slack resources on distal search is strongest among analyzers, while the effect of distal search on radical innovation is strongest among defenders. In sum, our results suggest that analyzers are relatively more dependent on the amount of slack resources compared to other strategy types, that is, resource constraints would have a more negative effect on analyzers. We discuss theoretical and managerial implications of our study and conclude by suggesting future research opportunities.     

Extending Lead‐User Theory: Antecedents and Consequences of Consumers' Lead Userness*

Lead users are found to come up with commercially attractive user innovations and have been shown to be a highly promising source of innovation for new product development tasks. According to lead‐user theory, these users are defined as being ahead of an important market trend and experiencing high benefits from innovating. The present article extends lead‐user theory by exploring the antecedents and consequences of consumers' lead userness in the course of three studies on extreme sports communities. Regarding antecedents, it uncovers that field‐related variables (consumer knowledge and use experience) as well as field‐independent personality variables (locus of control and innovativeness) help explain an individual's lead userness. These variables might therefore be used as a proxy to identify the rare species of lead users. With regard to consequences, it uncovers that lead users demonstrate innovative behavior not only by creating new product ideas but also by adopting new commercial products more heavily and faster than ordinary users. This highlights the idea that lead users might not only be valuable to idea‐generation processes for radically new concepts; instead, they might also be relevant to more general issues in the marketing of new products.     

Formal integration archetypes in ambidextrous organizations

Research suggests that organizational ambidexterity, an organization's capacity to pursue both exploratory and exploitative activities, is critical to firm innovation and performance. Extant research primarily emphasizes several firm‐level informal integration mechanisms, such as creating a common vision and relying on social integration, for integrating structurally ambidextrous units. Research has largely ignored, however, the formal mechanisms by which organizations have integrated such units. In this inductive study, using archival and interview data from organizations in Silicon Valley, we address this gap by identifying the formal integration archetypes that enable core business units to collaborate with new venture units to incubate new businesses. The four integration archetypes that enable collaboration vary along two key dimensions: who initiates new ventures and when collaboration is solicited. We identify formal administrative and resource mechanisms that enable such collaboration. We combine the disparate literatures of temporal and spatial separation of ambidextrous structures, and demonstrate how these must be combined at the business unit and new venture levels of analysis to achieve integration. The practical contribution of this study lies in identifying suitable contexts in which each of these archetypes can be utilized by practitioners for reintegrating new venture projects developed in separate structures.     

The Fuzzy Front‐End of Discontinuous Innovation: Insights for Research and Management

In an article by Reid and de Brentani, a theoretical model of the process and structure for the fuzzy front‐end (FFE) of new product development (NPD) for discontinuous innovations was proposed. Its basic premise is that information flow in the early development of such innovations moves from the environment into the firm, facilitated by individuals playing three key roles at three decision‐making interfaces: (1) the boundary spanner at the boundary interface, (2) the gatekeeper at the gatekeeping interface, and (3) what is identified in this paper as the “project broker” at the project interface. The current paper builds on and augments the ideas presented in this theoretical model with the primary objective of formulating a set of propositions detailing factors affecting the flow of information, and thus role effectiveness at each of these interfaces for discontinuous innovations. The focus is on radically new innovations both because this type of innovation has the highest level of uncertainty during the FFE and because the development of products resulting from such innovations entails the greatest lack of understanding and the fewest strategies for effective management. To achieve this objective, individual, social system, and environmental factors, which promote and/or inhibit the effectiveness of the roles played during the three FFE phases, are examined in terms of both the speed and the quality of information flow. This is done with the goal of substantially improving NPD information as it proceeds through the FFE. In turn, it can help researchers, managers, and team players to better anticipate and meet the navigational challenges of this intrinsically complex, risky, but high potential, NPD scenario.     

Global Outsourcing Relationships and Innovation: A Conceptual Framework and Research Propositions

Increasing globalization and the rapid growth of information technologies, including the Internet, have resulted in drastic changes in international activities of companies. Once limited to manufactured goods, currently, global outsourcing encompasses a wide variety of knowledge‐based services, such as accounting, financial services, taxation, customer service, information technology, engineering drawings, human resources, research and development (R&D), data processing, and sales. The domain of outsourcing knowledge‐based services is the focus of this paper. Moving beyond the inevitability of global outsourcing, this research takes the perspective of the outsourcer and focuses on managing its transition to providers in the context of innovation. In addition to delivering projected cost benefits to outsourcers, effective transition management can facilitate the generation of innovations. This research attempts to extend the current academic research on global outsourcing in three ways: (1) It offers a framework for understanding the transition process in outsourcing and its relationship to innovation; (2) it takes a broader perspective of outsourcing, including globalization, knowledge‐based services, and core activities of the firm; and (3) using a parsimonious set of theoretical concepts based on control theory, it develops several research propositions to clarify the linkages between variables. Based on our theorizing, outsourcing top management should ask two questions when planning outsourcing of knowledge‐based services to generate innovations in a globalized world. These two questions are: (1) How close is the task to our core competence? And (2) how much tacit knowledge is involved in doing the outsourced task? Next, managers must identify global providers and then spend considerable thought in operational execution of the transition of the task for that is the only time that both complete teams will work together. For tasks that are close to core competence, rigid‐explicit behavioral controls should be put in place; however, for tasks that have high tacit knowledge content, high norms‐based relational control would be more effective. These different types of controls would lead to different innovation outcomes. Rigid‐explicit behavioral controls would produce incremental innovation while relational norms‐based controls would encourage radical innovation.     

Actor engagement,value creation and market innovation

We extend the discourse on actor engagement by arguing that the ‘actor’ should be viewed both as a single-actor (humans or machines) and a group of actors (collectives or organizations), and that engagement implies both exchange-based and non-exchange-based resource contributions, which are facilitated by dispositions, formed partly by actor specific characteristics and partly by the institutional and organizational arrangements prevalent in the context in which the resource contributions occur. We further show how the resource contributions, combined with other resources, improve resource density and, thus, drive value creation. This mechanism can be the foundation for ‘economies of actor engagement’; focal actors can achieve increasing returns by mobilizing actor engagement. Building on this, we argue that actor engagement is central for market-shaping strategies that aim for market innovations, which we define as the emergence and institutionalization of resource linkages that improve resource density and, hence, value creation in a market. Finally, we suggest that the dramatic shifts that we see in the operating environment are elevating the role of actor engagement, making the management of actor engagement a strategic priority.