Purpose – This paper provides a better understanding of why manufacturing companies often fail to enter the low‐end market. Design/methodology/approach – Case studies on Swiss firms that create competitive advantage through technological, quality and/or innovation leadership are the main...

Purpose – This article discusses the common factors and hindrances of service innovation. Our purpose is to add a managerial perspective on service innovation. Design/methodology/approach – Multiple case studies on international firms that create competitive advantage through service...

Purpose This paper aims to highlight how initial business models can be converted into a larger-scale solution for tapping into the emerging base-of-the-pyramid markets. Design/methodology/approach This study uses a qualitative, multi-case research design with 20 organizations tapping into the...