Developing sustainable business models within BOP contexts: mobilizing native capability to cope with government programs. (15th August 2016)

• Record Type: Journal Article
• Authors: Bittencourt Marconatto, Diego Antonio; Barin-Cruz, Luciano; Pozzebon, Marlei; Poitras, Jean-Emmanuel
• Is Part Of: Journal of cleaner production. Volume 129(2016:Aug.)
• Page Start: 735
• Page End: 748
• Publication Date: 2016-08-15
• Subjects: Sustainable business model -- Bottom of the pyramid -- Native capability -- Energy sector; Factory and trade waste -- Management -- Periodicals; Manufactures -- Environmental aspects -- Periodicals; Déchets industriels -- Gestion -- Périodiques; Usines -- Aspect de l'environnement -- Périodiques; 628.5
• DOI: 10.1016/j.jclepro.2016.03.038
• Languages: English
• ISSNs: 0959-6526

Abstract

Abstract: Respective literatures on sustainable business models (SBMs) and the bottom of the pyramid (BOP) share the assumption that organizations can contribute to value creation for both business and society. The premise of a win–win solution for multiple stakeholders relies mostly on market-oriented solutions, giving little attention to the role that government programs and regulations may have in promoting such initiatives. At best, literature considers government as an obstacle to the development of SBMs in the BOP context. In this paper, we challenge that view by presenting the case of the Ecoelce project, an SBM developed in the BOP context of Northeastern Brazil. We show that this project transformed a coercive pressure from the Brazilian government into a strategic opportunity and a source of shared value. We argue that the mobilization of native capability was key in this process.