How do BoP firms shape markets? Market shaping in resource-constrained environments

Sandeep Rawat; Ramendra  Singh

Abstract

Previous research on the market-shaping by firms is based on resource-abundant situations, and scanty research is carried on how it takes place in resource-constrained environments. To address this knowledge void, we explore market shaping in base of pyramid (BoP) markets using the context of four BoP producer (BoPP) firms in an emerging market, India. We analyze data from in-depth interviews of 43 key stakeholders using an inductive theory-building approach. Our findings in the form of eight propositions suggest that market shaping among BoPP firms follow a novel configurational relationship, categorized in form of ‘market shaping triad’ consisting of their activities, resources and capabilities that aims to guide the BoP firms in their market shaping efforts in BoP markets. The study contributes to building knowledge on BoPP firms' market-shaping by investigating firm-level activities, resources, and capabilities that allow resource constraint firms to shape their market environments.

Original language	English
Publication status	Accepted - 2022
Event	2022 AMA Winter Academic Conference: American Marketing Association - Las Vegas, NV + Virtual Accommodations, Las Vegas, United States Duration: 10 Feb 2022 → 20 Feb 2022 https://www.ama.org/events/general/2022-ama-winter-academic-conference/

Conference

Conference	2022 AMA Winter Academic Conference
Abbreviated title	AMA
Country/Territory	United States
City	Las Vegas
Period	10/02/22 → 20/02/22
Internet address	https://www.ama.org/events/general/2022-ama-winter-academic-conference/

Exploring knowledge and relational development in rural peripheral innovation intermediaries
Rawat, S. (Author), Quinn, B. (Supervisor) & Miller, K. (Supervisor), Jun 2026
Student thesis: Doctoral Thesis

Cite this

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title = "How do BoP firms shape markets? Market shaping in resource-constrained environments",

abstract = "Previous research on the market-shaping by firms is based on resource-abundant situations, and scanty research is carried on how it takes place in resource-constrained environments. To address this knowledge void, we explore market shaping in base of pyramid (BoP) markets using the context of four BoP producer (BoPP) firms in an emerging market, India. We analyze data from in-depth interviews of 43 key stakeholders using an inductive theory-building approach. Our findings in the form of eight propositions suggest that market shaping among BoPP firms follow a novel configurational relationship, categorized in form of {\textquoteleft}market shaping triad{\textquoteright} consisting of their activities, resources and capabilities that aims to guide the BoP firms in their market shaping efforts in BoP markets. The study contributes to building knowledge on BoPP firms' market-shaping by investigating firm-level activities, resources, and capabilities that allow resource constraint firms to shape their market environments.",

author = "Sandeep Rawat and Ramendra Singh",

year = "2022",

language = "English",

note = "2022 AMA Winter Academic Conference : American Marketing Association, AMA ; Conference date: 10-02-2022 Through 20-02-2022",

url = "https://www.ama.org/events/general/2022-ama-winter-academic-conference/",

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T1 - How do BoP firms shape markets? Market shaping in resource-constrained environments

AU - Rawat, Sandeep

AU - Singh, Ramendra

PY - 2022

Y1 - 2022

N2 - Previous research on the market-shaping by firms is based on resource-abundant situations, and scanty research is carried on how it takes place in resource-constrained environments. To address this knowledge void, we explore market shaping in base of pyramid (BoP) markets using the context of four BoP producer (BoPP) firms in an emerging market, India. We analyze data from in-depth interviews of 43 key stakeholders using an inductive theory-building approach. Our findings in the form of eight propositions suggest that market shaping among BoPP firms follow a novel configurational relationship, categorized in form of ‘market shaping triad’ consisting of their activities, resources and capabilities that aims to guide the BoP firms in their market shaping efforts in BoP markets. The study contributes to building knowledge on BoPP firms' market-shaping by investigating firm-level activities, resources, and capabilities that allow resource constraint firms to shape their market environments.

AB - Previous research on the market-shaping by firms is based on resource-abundant situations, and scanty research is carried on how it takes place in resource-constrained environments. To address this knowledge void, we explore market shaping in base of pyramid (BoP) markets using the context of four BoP producer (BoPP) firms in an emerging market, India. We analyze data from in-depth interviews of 43 key stakeholders using an inductive theory-building approach. Our findings in the form of eight propositions suggest that market shaping among BoPP firms follow a novel configurational relationship, categorized in form of ‘market shaping triad’ consisting of their activities, resources and capabilities that aims to guide the BoP firms in their market shaping efforts in BoP markets. The study contributes to building knowledge on BoPP firms' market-shaping by investigating firm-level activities, resources, and capabilities that allow resource constraint firms to shape their market environments.

M3 - Abstract

T2 - 2022 AMA Winter Academic Conference

Y2 - 10 February 2022 through 20 February 2022

ER -

How do BoP firms shape markets? Market shaping in resource-constrained environments

Abstract

Conference

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Student theses

Exploring knowledge and relational development in rural peripheral innovation intermediaries

Cite this