Essential Capabilities for Successful Digital Service Innovation at the Bottom of the Pyramid
研究了企业进入金字塔底层市场时，需要培养说服、共创、适应和自维持四种关键能力，并提出了沙锥模型来帮助企业在这些市场中保护数字产品并实现扩张。
Several firms worldwide that attempted to penetrate the bottom of the pyramid (BOP) with digital service innovations have encountered disappointing returns. This article explores what capabilities firms should develop and how they should nourish them for value creation at the BOP. Using the multiple-case method, this study inductively derives persuasion, co-creation, adaptation, and self-sustainability as essential capabilities. Cumulative maneuvering of these capabilities resulted in a sand cone model. Both established incumbents and digital natives benefit from this model, which enables them to safeguard their digital offerings while penetrating or expanding within BOP markets.