Network competence for the bottom of pyramid markets: Evidence from cross-border networking between exporters and intermediaries
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https://creativecommons.org/licenses/by/4.0/
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© 2026 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
Social innovation poses significant challenges for firms operating in today’s dynamic business environment. In bottom-of-the-pyramid (BoP) markets in particular, it requires collaborative networking among firms to facilitate access to underserved communities. Adopting a network perspective as a theoretical lens, this study examines how social innovation emerges through the interplay of actors, resources, and activities. The findings identify three network competencies shaping exporting firm’s BoP orientation: (i) the marketing capabilities of intermediaries; (ii) the cross-border resources of exporting firms; and (iii) strategic partnerships between exporting firms and intermediaries. These competencies complement BOP orientation, which in turn influences social innovation outcomes. Moreover, exporters’ BOP orientation positively interacts with their purposeful societal goals to further enhance social innovation. This study contributes to social innovation research by demonstrating the critical role of intermediaries in BoP markets and by elaborating on the managerial and policy implications of socially driven innovation strategies.
Emojulkaisu
ISBN
ISSN
1873-6149
0969-5931
0969-5931
Aihealue
Kausijulkaisu
International business review|35
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)