【摘要】 低收入群体市场(BOP)导向的战略是一种近年来在全球范围内快速兴起的兼顾经济利益与社会问题的经营理念,关注如何通过一系列的技术或商业模式创新来满足社会与市场的双重需求。本文以中国手机产业的山寨机现象为例,结合面向BOP创新的相关理论,探讨中国本土山寨机企业如何面向BOP市场进行产品创新的。研究结果显示,对迅速增长且异质性的中国BOP市场的把握和聚焦于BOP市场消费者未被满足的需求进行产品创新是其成功的关键因素,以市场为导向的、以网络化为特征的产品创新模式是中国企业呈现出的独特的创新特征。本文的探索性案例研究对面向BOP市场的创新理论做了有益的扩展和补充。更多还原

【Abstract】 Innovation towards the Base of the Pyramid(BOP) is a new emerging research area in strategic management that focuses on how to meet the dual needs of the society and the firms through a series of technical and business model innovation.Taking the phenomenon of Shanzhai Phones in China’s mobile phone industry as an example,we explored how Chinese mobile phone manufacturers developed new products for BOP market.The results showed that grasping the nature of the rapid growing and highly heterogeneous of BOP market and focusing on the unmet needs to develop new products are the key successful factors.The unique product innovation pattern is characterized by network embeddedness and market-oriented strategy.更多还原