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Table 1

Emerging market and BoP features and potential (BM) responses

Features	Potential (BM) responses
Lack of financial resources Customers^{(b, c, d, e)} Final consumers^{(b, e)}	• Cost reduction: ○ Co-creation^(g), e.g. customer contributes to/is responsible for installation, operation, maintenance (self-service) or downstream distribution ○ Local sourcing^(f) ○ Life-cycle cost assessment^(f) ○ Outsource R&D^(f) • Enhancing funding and enlarging the revenue base: ○ Combination of a marked-based approach with fund-raising^(f) ○ Customisation^(g) ○ Expansion towards middle-income segment^(g) ○ Diversification^(f)
Unbranded competition Low-income segment of final customers^(b)	Co-operation with local distributers trusted by the final consumer^(b)
Collection of payments	Deferred payment schemes and micro-credits^(f) Credit and pre-paid cards^(f) Mobile payment^(f)
Culture Relationships^{(b, c, d)} Word of mouth^(c) Customers' taste^(e)	Collaboration with local partners and intermediaries^{(c, d)} Utilisation of existing value chains^(b) Gain understanding^{(b, k)}
Lack of education Basic knowledge^{(b, d)} Vocational expertise^{(b, d)}	Education of children^(d) Vocational education and training (of caretakers)^{(b, d, f)} De-skilling (redesign operational activities to reduce the skills needed to perform them)^{(e, f)} Maintenance services^(b)
(Lack of) infrastructure Access to (final) customers	Social networks, television, and direct contact^(e) Collaboration with women's unions and community chiefs^(e) Utilisation of existing distribution channels to the final customers^(b)
Market saturation^(b)	Utilisation of existing distribution channels to the final customers^(b)
Deficiencies of the institutional environment Fragmentation of duties^{(a, e, i)} Flexibility of regulatory framework and importance of local level^{(b, c, d, e)} Lack of enforcement^{(b, d, e, i)} Centralised governance^(d) Various illegal practices^{(b, c, d, e)}	Top-down approaches^(d) Co-operation with local level^(d) (Local) intermediaries^(c)
Lack of partners Lack of high-quality products and services^(c)	Collaboration with local intermediaries^(c) Joint ventures^(c) Import high-quality products^(b)

Features	Potential (BM) responses
Lack of financial resources Customers^{(b, c, d, e)} Final consumers^{(b, e)}	• Cost reduction: ○ Co-creation^(g), e.g. customer contributes to/is responsible for installation, operation, maintenance (self-service) or downstream distribution ○ Local sourcing^(f) ○ Life-cycle cost assessment^(f) ○ Outsource R&D^(f) • Enhancing funding and enlarging the revenue base: ○ Combination of a marked-based approach with fund-raising^(f) ○ Customisation^(g) ○ Expansion towards middle-income segment^(g) ○ Diversification^(f)
Unbranded competition Low-income segment of final customers^(b)	Co-operation with local distributers trusted by the final consumer^(b)
Collection of payments	Deferred payment schemes and micro-credits^(f) Credit and pre-paid cards^(f) Mobile payment^(f)
Culture Relationships^{(b, c, d)} Word of mouth^(c) Customers' taste^(e)	Collaboration with local partners and intermediaries^{(c, d)} Utilisation of existing value chains^(b) Gain understanding^{(b, k)}
Lack of education Basic knowledge^{(b, d)} Vocational expertise^{(b, d)}	Education of children^(d) Vocational education and training (of caretakers)^{(b, d, f)} De-skilling (redesign operational activities to reduce the skills needed to perform them)^{(e, f)} Maintenance services^(b)
(Lack of) infrastructure Access to (final) customers	Social networks, television, and direct contact^(e) Collaboration with women's unions and community chiefs^(e) Utilisation of existing distribution channels to the final customers^(b)
Market saturation^(b)	Utilisation of existing distribution channels to the final customers^(b)
Deficiencies of the institutional environment Fragmentation of duties^{(a, e, i)} Flexibility of regulatory framework and importance of local level^{(b, c, d, e)} Lack of enforcement^{(b, d, e, i)} Centralised governance^(d) Various illegal practices^{(b, c, d, e)}	Top-down approaches^(d) Co-operation with local level^(d) (Local) intermediaries^(c)
Lack of partners Lack of high-quality products and services^(c)	Collaboration with local intermediaries^(c) Joint ventures^(c) Import high-quality products^(b)

Own table based on (a) Du et al. (2016), (b) Expert A, (c) Expert B, (d) Expert C, (e) Expert D, (f) Gebauer & Saul (2014), (g) Gebauer et al. (2017), (h) Landau et al. (2016), (i) Nguyen (2013), (j) Reichenbach et al. (2018), and (k) Viswanathan et al. (2009).

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