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Item type:Publication, Access status: with files , The deliberative frugal mindset : a model of managerial opportunity recognition for frugal innovation(2020-01-28); ; ; The importance of growing economic powerhouses like India and China is increasing. Consequently, cost effective products and services and therefore, Frugal Innovations provide attractive business opportunities for globally operating companies. However, not all organizations seem to recognize these opportunities for what they are. The question arises if key decision makers have the right mindset to initiate and support respective innovation projects within their organizations. We take on our previous research on the Frugal Mindset and present the results of two recent studies to further develop our theory. In our first study we generate items based on the Theory of Planned Behaviour by conducting a systematic literature review of 95 publications and validate as well refine this approach in a focus group discussion with 16 experts on Frugal Innovation. Consequently, we test our research instrument for practicability, comprehensibility and further refine the items in a small scale pilot study including 8 follow-up interviews with managers from 2 multi-national companies. Based on this procedure we present a research model, a measurement instrument and first qualitative insights on the Deliberative Fugal Mindset.Publicationtype: Working Paper416 381 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Access status: with files , The question of a frugal mindset in western MNCs - exploring an emerging phenomenon with a systematic literature review(2018-03); Frugal innovation in the context of developed ecomomies has witnessed increasing interest in recent years. For Western multinational companies (MNCs) emerging markets represent promising opportunities for growth as well as the threat of new local competitors. Furthermore, economic developments drive the demand for frugal products within Western countries. Succesfully mastering this challenge means that Western MNCs have to challenge prevailing paradigms within their organizations. Literature suggests that these companies have to develop a frugal mindset to succeed in frugal innovation. However, to the best of our knowledge no publication addresses the phenomenon on an empirical basis or provides enough detail for further empirical investigation. To address this gap, we conducted a systematic literature review of 80 publications in the frugal innovation field. Building on the theroetical background of the global mindset concept, we assume that a mindset is a cognitive orientation that promotes task completion, which in turn improves task performance. Our qualitative analysis suggests that in the context of frugal innovation improved task performance would positively contribute to the following goals: (1) strategic alignment of innovating for cost conscious consumers, especially in emerging markets (2) deepening the understanding of cognitively remote customers’ needs and the context in which they live or work and (3) satisfaction of these customers’ needs with frugal solutions. Furthermore, we propose that a frugal mindset can be cultivated along the phases of (1) accepting the new realities of changing markets and competition, (2) a willingness to reconsider current approaches and (3) a willingness to take the necessary action and implement new approaches regarding the identified goals. By developing a definition based on this two-dimensional construct, we build on the theoretical foundations of a well-established mindset concept from the field of organizational behavior/strategic management and integrate various descriptions of the frugal mindset. This contribution provides a solid theoretical basis for further research.Publicationtype: Working Paper699 668