A Bricolage Perspective on Technological Innovation in Emerging Markets
通过对印度唯一电动汽车制造商Mahindra Reva的案例研究，探讨资源受限的新兴市场企业如何通过拼凑策略以最小资本投入实现创新、高性价比的高科技产品，并揭示拼凑与工程活动的互补性。
Product innovation strategies of emerging market companies are increasingly challenging conventional wisdom. Drawing on a qualitative case study of Mahindra Reva, the only electric vehicle producer in India, this paper explores how a bricolage strategy enabled a resource-constrained emerging market firm to deliver affordable, innovative, and high-tech products with minimal capital investments. The findings of this study illustrate how multiple forms of bricolage can be implemented and managed at organizational and interorganizational levels. They show how different bricolage activities relate to different stages of the new product development process, and further, highlight the complementarities between bricolage and engineering activities. This paper argues that bricolage, which is typically regarded as a behavioral trait or skill that allows entrepreneurs and innovators to operate in challenging environments, can also be a carefully planned and executed strategy conducive to innovation. Thus, it suggests that a cost-effective bricolage strategy can underpin emerging market companies' development of discontinuity-creating and market disrupting technology products.