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Low cost innovations in resource-constrained markets: An adoption study

Langer, Yvonne (2014) Low cost innovations in resource-constrained markets: An adoption study.

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Abstract:Women’s health and menstrual hygiene management (MHM) still constitute inadequately addressed social issue in resource-constrained markets (RCMs). There are simple and affordable solutions provided by social entrepreneurs but their rate of adoption is low. The goal of this study is to investigate how Rogers’ (2003) proposed factors of innovation, social system and communication influence the rate of adoption and in how far they interact. In order to do so, we employed a qualitative case study approach. We examined three social enterprises active in the menstrual hygiene management sector in resource-constrained markets: Ruby Cup (Kenya), AfriPads (Uganda) and Eco Femme (India). Additionally, we analyzed eight TV commercials in the respective countries. We found that the products’ low rate of adoption can only be explained when inspecting the interdependencies between innovation, social system and communication. Upon closer examination, we abstracted these interdependencies into the broad categories of determinants, enhancements and impediments. We elaborated Rogers’ (2003) framework by introducing a new dynamic of interactions. Moreover, we enabled practitioners to gain a comprehensive view on the target market.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
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