Mitigating Principal-Agent Problems in Base-of-the-Pyramid Markets: An Identity Spillover Perspective
研究在金字塔底层市场中，企业如何通过身份溢出效应降低与当地销售代理之间的代理成本，基于危地马拉农村的实地实验和实验室实验。
The potential for profitably distributing products to previously underserved “base-of-the-pyramid” (BOP) markets as a means of poverty alleviation has received growing interest within the management field. However, such business models often struggle with the agency costs that arise between the firm and local sales agents as the institutions and infrastructure in BOP markets make traditional contractual and monitoring mechanisms difficult and expensive to employ. We present the results of two complementary studies which were both conducted with salespeople in rural Guatemala. The first study employed a quasi-experimental field-study combined with in-depth interviews, while the second study was a laboratory experiment. The results of the studies suggest that identity-based mechanisms can potentially mitigate agency costs through a positive identity spillover effect in multiproduct settings.