Facing growth pressures, firms attempt to target the large low-income consumer segment present in emerging markets. This multi-method study develops research insights regarding consumer-, retailer-, firm-, category- and country-level factors that enhance the acceptability, awareness,...

Using a sample of 893 SMEs over a ten year period, we test how firms may reduce the inefficiencies in their absorptive capacity (ACAP) due to path dependence. Our research shows that for frequent innovators, potential absorptive capacity (PACAP) has a greater effect than realized absorptive...