The PhD defence of M. Greene is on 26 January 2026 at 04:30 pm. This dissertation is a study of institutional barriers to the successful implementation of transformative service innovation in market-based poverty alleviation solutions in base-of-the-pyramid (BOP) settings. While many companies have attempted to enter these markets with such pro-poor innovations, most have been unsuccessful, experiencing significant challenges in gaining acceptance from BOP consumers. This dissertation develops new perspectives to explain this phenomenon and help increase the success of such endeavors. The BOP refers to a segment of global population at the lowest economic strata, which comprises half of the world population that lives in systemic poverty and mostly in underdeveloped economies. Global poverty is a cause for concern for us all and remains as the highest priority Sustainable Development Goal.
Making the invisible visible: A study of the influence of institutions on the adoption behavior of base-of-the-pyramid consumers toward transformative service innovations
Monday 26 January 2026, 4:30 pm- PhD candidate
- M. Greene
- Promotor(s)
- prof. dr. A.C.R. van Riel, prof. dr. J.M.M. Bloemer
- Organisation
- Nijmegen School of Management
- Location
- Aula