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The Emerging Market for Frugal Innovation: Fad, Fashion, or Fit?

40 Pages Posted: 17 Feb 2012  

Yasser Ahmad Bhatti

Imperial College London

Marc Ventresca

Government of the United States of America - Naval Postgraduate School

Date Written: January 15, 2012

Abstract

There is growing interest among both private and public sectors to serve the underserved in emerging or developing countries leading to, what we call the market for frugal innovation. This paper is divided into two parts. First, we discuss the rhetoric surrounding frugal innovation and attempt to understand the discourse surrounding it as fad, fashion, or fit. Second, we seek to map the emergence of this market by suggesting drivers and the making of a social movement involving different actors pursuing both contentious and complementary approaches to achieve the same outcome, i.e. one of creating value for underserved populations. An understanding of how the rhetoric and market for frugal innovation has emerged will be useful in opening a research agenda. Consequently we cover opportunities and challenges to growth of the market as well as draw implications to academic theory and practice.

Keywords: Frugal innovation, social movement, emerging market, constraints, fad, fashion

Suggested Citation

Bhatti, Yasser Ahmad and Ventresca, Marc, The Emerging Market for Frugal Innovation: Fad, Fashion, or Fit? (January 15, 2012). Available at SSRN: https://ssrn.com/abstract=2005983 or http://dx.doi.org/10.2139/ssrn.2005983

Yasser Ahmad Bhatti (Contact Author)

Imperial College London ( email )

South Kensington Campus
Exhibition Road
London, Greater London SW7 2AZ
United Kingdom

HOME PAGE: http://www.frugal-innovation.com/about

Marc Ventresca

Government of the United States of America - Naval Postgraduate School ( email )

1 University Circle
Monterey, CA 93943-5001
United States

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