Effectuation, Bricolage and the Theory of Planned Behavior: Towards a Conceptual Framework for Inclusiveness


Ab. Aziz, Kamarulzaman and Rosdi, Intan Soraya and Julai Poh, Jule Asikin (2017) Effectuation, Bricolage and the Theory of Planned Behavior: Towards a Conceptual Framework for Inclusiveness. In: Proceedings of the 5th International Conference on Innovation and Entrepreneurship (ICIE 2017). Academic Conferences and Publishing International Limited, pp. 61-68. ISBN E-Book ISBN: 978-1-911218-32-6 E-Book ISSN: 2049-6842 Book version ISBN: 978-1-911218-33-3 Book Version ISSN: 2049-6834

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The Base of the Pyramid (BoP) population refers to the world’s four billion people with a daily income of below 4 USD, with most lacking access to basic amenities, and they are largely from the developing economies of Asia, Africa, and Latin America. A firm that adopts inclusive innovation engages in the development of new products or services at significantly low costs with affordable prices that caters to the BoP segment. While many large MNCs have been unsuccessful in addressing the BoP market, many innovative SMEs have shown to do better as they adapt faster to dynamic environments and customer needs. However, more needs to be explored in order to fully understand the factors that influence the decision by firms to behave inclusively and adopt inclusive innovation to meet the needs of those at the BoP. Effectuation is described as a process in which a set of means is taken as given, and the entrepreneur focuses on selecting between possible effects that can be created with that set of means. Bricolage is the concept of making do by applying combinations of the resources at hand to new problems and opportunities. Meanwhile, the theory of planned behavior is one of the major theories used by researchers to explain various behaviors. The objective of the paper is to present a framework capturing how various dimensions of the individual decision-making process impact SMEs’ tendencies to engage in the inclusive behavior, specifically in adopting inclusive innovations as their offering to address the BoP consumers.

Item Type: Book Section
Uncontrolled Keywords: decision making
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.23 Decision making
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 05 Nov 2020 15:58
Last Modified: 05 Nov 2020 15:58
URII: http://shdl.mmu.edu.my/id/eprint/7107


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