Nancy Bocken
Visiting professor
Market driving at Bottom of the Pyramid (BoP) : An analysis of social enterprises from the healthcare sector
Author
Summary, in English
To date, scholarly understanding of external dimensions of market driving for the purposes of 'societal change' is largely unexplored in both developed and emerging market contexts. This paper uses a multiple case study approach to understand how market driving social enterprises (across the hybrid spectrum) create societal change in emerging markets. By drawing on Scott's (1995) three-part conceptualization of institutional legitimacy, this study explores how regulative, normative and cognitive legitimacies are invoked by market driving social enterprises at the Bottom of the Pyramid (BoP). Key contributions of the study show that all three dimensions of legitimacy are relevant but they need to be invoked in a specific order based on necessary and optional conditions. An implication of the study is that market driving through societal change can lead to the construction of new and more inclusive healthcare markets.
Department/s
- The International Institute for Industrial Environmental Economics
Publishing year
2018
Language
English
Pages
234-244
Publication/Series
Journal of Business Research
Volume
86
Document type
Journal article
Publisher
Elsevier
Topic
- Business Administration
- Health Care Service and Management, Health Policy and Services and Health Economy
Keywords
- Bottom of the Pyramid
- Emerging markets
- Institutional legitimacy
- Market driving
- Social enterprises
Status
Published
ISBN/ISSN/Other
- ISSN: 0148-2963