A4 Conference proceedings

Bricolage in business models for environmental sustainability: How new green innovators “make do” at the bottom of the pyramid.


Publication Details
Authors: Musona Jackson, Sjögren Helena, Pasi Syrjä, Puualainen Kaisu
Publication year: 2019
Language: English
Title of parent publication: 25th Nordic Academy of Management Conference
ISSN: 2298-3112
JUFO-Level of this publication: 0
Open Access: Not an Open Access publication

Abstract

Purpose – Entrepreneurs using
innovation to promote environmental sustainability usually emerge in the
backdrop of desperately limited resources and dynamic political, legal and
business environments. In such environments, bricolage empowers them to creatively bundle available
resources to generate differential value. This study explores mechanisms
through which bricolage is manifest in business models by green innovators (GIs)
at the bottom of the pyramid – building on a commercial logic to achieve environmental
sustainability goals.

Design/methodology/approach – We empirically
draw from five cases of new but established GIs in Kenya to explicate on this
phenomenon. The data were gathered through semi-structured interviews. Newspaper
articles, GIs’ websites and documents further provided useful secondary information
for triangulation.

Findings – Ecological
mindfulness, a social mindset, making do with the resources at hand,
recombination, improvisation and persuasion are identified as mechanisms
through which GIs employ bricolage while innovating as part of their business
models. The study reveals that ecological mindfulness combined with a social
mindset, making do with the resources at hand, recombination, improvisation and
persuasion are mechanisms evince as mechanism of bricolage as GIs mobilize and
develop resources while innovating as part of their business models. The
analysis further reveals subtle differences in the GIs’ resource mobilization and environmental sustainability business
model development process, with no clear demarcation between product-service system
development and business model development.

Research limitations/implications – While the results
of the study are limited in terms of generalizability to wider populations,
they are worth noting because they have significant theoretical implications. Study
results illuminate ecological mindfulness and a social mindset as emerging mechanisms
through which GIs “make do” when developing business models for environmental
sustainability.

Originality/value
To the best of our knowledge, no study has so far explored BOP entrepreneurial
activities through the combined perspectives of a business model and bricolage
to identify ecological mindfulness combined with a social mindset as other key attributes
of bricolage in business models for environmental sustainability.


Last updated on 2020-23-01 at 13:16