De Silva, M., Khan, Z., Vorley, T. orcid.org/0000-0002-3889-245X et al. (1 more author) (2020) Transcending the pyramid: opportunity co-creation for social innovation. Industrial Marketing Management, 89. pp. 471-486. ISSN 0019-8501
Abstract
There is a lack of understanding of how social enterprises with their partners co-create opportunities to concurrently generate both social and economic value across the pyramid. Drawing on evidence from multiple case-studies, this paper addresses this gap to further our understanding of opportunity co-creation by social enterprises. We find that social enterprises co-create opportunities to simultaneously generate social and economic value with both the top of the pyramid (TOP) and bottom of the pyramid (BOP) partners; we thus call them Transcending Pyramid Social Enterprises (TPSEs). Opportunity co-creation comprises commercialising the social opportunity characteristics of prevalence, relevance, and accessibility to create both the demand and supply sides of a market. Supply side opportunity co-creation involves fulfilling institutional voids, developing relational capital with the BOP, and meeting the needs of the BOP. Demand side opportunity co-creation involves generating market access to the TOP, raising awareness of value generated by TPSEs, and fulfilling the needs of TOP customers. Co-created opportunities are thus capable of both addressing the economic and social and/or environmental issues of the BOP and meeting the altruistic and consumption needs of the TOP. The implications for social enterprises, their partners, and policy makers are discussed.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019 Published by Elsevier Inc. This is an author produced version of a paper subsequently published in Industrial Marketing Management. Uploaded in accordance with the publisher's self-archiving policy. Article available under the terms of the CC-BY-NC-ND licence (https://creativecommons.org/licenses/by-nc-nd/4.0/). |
Keywords: | Social enterprises; Opportunity co-creation; Relationships; Bottom of the pyramid; Emerging economies; Case study |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 18 Dec 2019 16:23 |
Last Modified: | 16 Dec 2021 01:38 |
Status: | Published |
Publisher: | Elsevier BV |
Refereed: | Yes |
Identification Number: | 10.1016/j.indmarman.2019.12.001 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:154780 |
Download
Filename: Paper TPSE submitted IMM PostReview Accepted version.pdf
Licence: CC-BY-NC-ND 4.0