Network competence for the bottom of pyramid markets: Evidence from cross-border networking between exporters and intermediaries
研究出口商与中介的跨境网络如何通过三种网络能力（中介营销能力、出口商跨境资源、战略伙伴关系）促进金字塔底层市场的社会创新，对关注新兴市场社会创新的学者和管理者有参考价值。
Social innovation poses significant challenges for firms operating in today’s dynamic business environment. In bottom-of-the-pyramid (BoP) markets in particular, it requires collaborative networking among firms to facilitate access to underserved communities. Adopting a network perspective as a theoretical lens, this study examines how social innovation emerges through the interplay of actors, resources, and activities. The findings identify three network competencies shaping exporting firm’s BoP orientation: (i) the marketing capabilities of intermediaries; (ii) the cross-border resources of exporting firms; and (iii) strategic partnerships between exporting firms and intermediaries. These competencies complement BOP orientation, which in turn influences social innovation outcomes. Moreover, exporters’ BOP orientation positively interacts with their purposeful societal goals to further enhance social innovation. This study contributes to social innovation research by demonstrating the critical role of intermediaries in BoP markets and by elaborating on the managerial and policy implications of socially driven innovation strategies.