Market shaping strategies-defined as proactive, deliberate attempts by firms to re-shape their operating environment and the relationship among various actors (Kindström et al., 2018)- has found very little attention in the context of base of pyramid producer (BoPP) organizations. In this study, we synthesize literature on market shaping and integrate it with detailed case studies on four BoP producer (BoPP) organizations in India, to propose a theoretical framework to explain how BoPP organizations actively reshape and reconfigure their operating environment, in an emerging market. Based on our findings we suggest factors that influence the extent of market shaping done by focal firms which were by-product of configuration between activities, resources and capabilities triad, termed as “market-shaping triad” of the focal firm. We found that market shaping by BoPP focal firms may also occur as a by-product of its actions towards bringing a positive change for its stakeholders.
|Title of host publication||Proceedings of the European Marketing Academy|
|Subtitle of host publication||EMAC-2020 Budapest|
|Publisher||European Marketing Academy|
|Publication status||Published - 27 May 2020|
- Market-shaping; base of pyramid producers
- emerging markets