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Journal of Marketing Management Special Issue Call for Papers

Digitally enabled value co-creation at the bottom of the pyramid

Guest Editors: Sanjit K. Roy, The University of Western Australia, Australia; Bidit L. Dey, Brunel University London, UK; Yogesh Dwivedi, Swansea University, UK

Deadline for submissions: 31 March 2020

This special issue aims to push the frontiers of relevant theories and practices by showcasing empirical and conceptual papers on the inputs, processes and outcomes of digitally enabled value co-creation (VCC) at the bottom of the pyramid (BOP).

In the last decade research on co-creation has blossomed as a means of creating value for customers and firms (Balaji & Roy, 2017; Neghina, Bloemer, Van Birgelen & Caniëls, 2017). The concept remains at the root of both service-dominant logic (SDL) (Vargo & Lusch, 2016) and service logic (SL) (Grönroos, 2012). However, most of the research related to SDL and SL in the context of value co-creation focuses on developed economies, and scant research attention has gone into the dynamics of value co-creation in poor and disadvantaged communities in developing economies (Nahi, 2016), which may have different needs for, and nature of, consumption.

The BOP concept itself is a nascent area, although the concept and its marketing implications have gained currency in recent years (Ansari, Munir & Gregg, 2012; Kolk, Rivera-Santon & Rufin, 2014; Prahalad, 2004). While some scholars have expressed optimism regarding innovation and sustainability at the base of the economic hierarchy (Dey, Binsardi, Prendergast & Saren, 2013; Prahalad, 2012), scepticism and criticism have also been echoed in the marketing and management literature (Karnani, 2007). Attempts have also been taken to build theoretical scaffolding to define and characterise the market structure at BOP and develop appropriate marketing strategies to cater for the same (Viswanathan & Rosa, 2010).

The use of mobile telephony by BOP customers has been identified as a convincing case to demonstrate the viability and success of BOP marketing. Large telecommunication companies can potentially serve poor people profitably and enable them to enhance their quality of life (Rashid & Rahman, 2008). As such, the advent of smart technologies and various forms of Internet enabled services have opened up opportunities for further research to examine how sophisticated high-end technology can be adopted and used by poor communities and how such technology can contribute to their socio-economic well-being. Digital technology goes far beyond the realm of mobile telephony and smartphones and involves a wide range of products and services enabling consumers, small and large commercial enterprises and public bodies to interact, engage and collaborate (Dey, Babu, Rahman, Dora & Mishra, 2018). Therefore, digital technology can potentially facilitate value co-creation by connecting BOP markets with other stakeholders.

As discussed above, this special issue is built on three major theoretical pillars: (1) Value co-creation, (2) BOP marketing, and (3) Adoption and use of digital technologies at BOP.

It can be argued that these concepts have significant scope for advancement and together they constitute an understudied field. The concept of value co-creation as some scholars argue is elusive and contested (Grönroos & Voima, 2013; Pfisterer & Roth, 2015; Ranjan & Read, 2016; Ravald & Grönroos, 1996) calling for further research in this area. Likewise, BOP marketing has transcended international marketing and has involved theories from the wider area of marketing and management research (Mason, Chakrabarti & Singh, 2017) creating scopes for further conceptual nourishment. While much research on BOP has paid attention to developing appropriate marketing strategies, there is a dearth in conceptualising market dynamics and consumer culture at the BOP. Digital consumer culture (consumers’ interaction and lifestyle relating to digital products and services) at BOP lacks conceptual understanding based on robust empirical data.

A handful of research has examined the role of VCC in developing business models to cater to the needs of BOP communities (Khalid, Seuring, Beske, Land, Yawar & Wagner, 2015). Some authors suggest VCC as a second generation strategy that can enhance the quality of the lives of poor and disadvantaged customers (London, Anupindi & Sheth, 2012). At the same time others oppose the need of VCC at BOP (Blowfield & Dolan, 2010; Sánchez & Ricart, 2010), questioning the feasibility of participative and co-creation activities in BOP markets. Hence, there is academic debate regarding the potentiality of BOP markets and how those can be harnessed through effective marketing strategies. Nevertheless, the billions of people living in the Global South constitute a huge market for various commercial and not for profit organisations. Their wellbeing is important for global and regional economic and social development. As such, further research on the BOP is imperative for academics and practitioners and can offer useful theoretical, managerial and policy implications.

We welcome conceptual, methodological, qualitative or quantitative contributions grounded in a range of perspectives that offer insights into the central thesis of this Special Issue. Papers considered for this Special Issue may focus on topics including, but not limited to, the following:

• Theorising the interplay between BOP market characteristics and dynamics with digital technologies and resulting outcomes.
• The nature and characteristics of value co-creation at the BOP and how that can be facilitated/inhibited by digital technology.
• Digital consumer culture at the BOP and its impact on value co-creation.
• Consumer empowerment at the BOP through digital technology and how that impacts on VCC.
• Value co-destruction at the BOP and how and to what extent that can be addressed by digital technology.
• Analysis of factors contributing to digitally enabled value co-creation at the BOP.
• Use of social media/smart/mobile financial services/digital healthcare facilities etc. at the BOP and their prospects and challenges.
• Interaction between the BOP and other market segments through digital technologies and resulting impact on businesses and society.
• Impact assessment of BOP marketing and how VCC can make a contribution.

For the full Call for Papers including References, and detailed information on how to submit your manuscript, please visit:

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