An Innovative Approach to BOP in Achieving the Sustainable Development Goals:
BOP businesses have been increasing in Japan. However, many Japanese companies that are too accustomed to conducting conventional marketing with wealthy clusters of consumers seem to be struggling to understand BOP market needs. According to Hart and London (2011), the classic definition of BOP is 4...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2018-12-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/38/1/38_2018.025/_html/-char/en |
| _version_ | 1811293449434955776 |
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| author | Shigeki Inoue |
| author_facet | Shigeki Inoue |
| author_sort | Shigeki Inoue |
| collection | DOAJ |
| description | BOP businesses have been increasing in Japan. However, many Japanese companies that are too accustomed to conducting conventional marketing with wealthy clusters of consumers seem to be struggling to understand BOP market needs. According to Hart and London (2011), the classic definition of BOP is 4 billion people in the world with an annual income of less than $3,000. However, this definition is too crude from the viewpoint of practical marketing, in which actual living situations, including regional, cultural, and economical factors for each consumer, are more important. In this study, we redefine BOP, which has been focused on by Prahalad for 20 years, and we explore the realities of a BOP consumer cluster based on consumer surveys in Greater Jakarta, Indonesia. We also propose a new framework of design thinking, including a new method of participatory observational research for consumers. This is referred to as DIVE (Diversity Inclusive Visionary Enhancement), and has been developed based on a series of consumer surveys in a new product development project for BOPs. |
| first_indexed | 2024-04-13T05:01:35Z |
| format | Article |
| id | doaj.art-4507d45dab934884acd7530525fcaabb |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-13T05:01:35Z |
| publishDate | 2018-12-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-4507d45dab934884acd7530525fcaabb2022-12-22T03:01:19ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692018-12-0138172010.7222/marketing.2018.025marketingAn Innovative Approach to BOP in Achieving the Sustainable Development Goals:Shigeki Inoue0Faculty of Design, Kyushu UniversityBOP businesses have been increasing in Japan. However, many Japanese companies that are too accustomed to conducting conventional marketing with wealthy clusters of consumers seem to be struggling to understand BOP market needs. According to Hart and London (2011), the classic definition of BOP is 4 billion people in the world with an annual income of less than $3,000. However, this definition is too crude from the viewpoint of practical marketing, in which actual living situations, including regional, cultural, and economical factors for each consumer, are more important. In this study, we redefine BOP, which has been focused on by Prahalad for 20 years, and we explore the realities of a BOP consumer cluster based on consumer surveys in Greater Jakarta, Indonesia. We also propose a new framework of design thinking, including a new method of participatory observational research for consumers. This is referred to as DIVE (Diversity Inclusive Visionary Enhancement), and has been developed based on a series of consumer surveys in a new product development project for BOPs.https://www.jstage.jst.go.jp/article/marketing/38/1/38_2018.025/_html/-char/enbopdesign thinkingdeveloping countriesunderclassresearch methods |
| spellingShingle | Shigeki Inoue An Innovative Approach to BOP in Achieving the Sustainable Development Goals: Maketingu Janaru bop design thinking developing countries underclass research methods |
| title | An Innovative Approach to BOP in Achieving the Sustainable Development Goals: |
| title_full | An Innovative Approach to BOP in Achieving the Sustainable Development Goals: |
| title_fullStr | An Innovative Approach to BOP in Achieving the Sustainable Development Goals: |
| title_full_unstemmed | An Innovative Approach to BOP in Achieving the Sustainable Development Goals: |
| title_short | An Innovative Approach to BOP in Achieving the Sustainable Development Goals: |
| title_sort | innovative approach to bop in achieving the sustainable development goals |
| topic | bop design thinking developing countries underclass research methods |
| url | https://www.jstage.jst.go.jp/article/marketing/38/1/38_2018.025/_html/-char/en |
| work_keys_str_mv | AT shigekiinoue aninnovativeapproachtobopinachievingthesustainabledevelopmentgoals AT shigekiinoue innovativeapproachtobopinachievingthesustainabledevelopmentgoals |