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Digital technology, BOP business model innovation and inclusive market building

XING Xiaoqiang1 ZHOU Pinglu1 ZHANG Zhu1 TANG Xinhui1

(1.Business School, University of International Business and Economics)

【Abstract】Based on the change of information carriers in the era of mobile Internet and the information asymmetry of the BOP group, from the perspective of digital technology and business model innovation and the interaction between the two, this paper mainly discussed the characteristics and mechanisms of how internet enterprises enhance inclusive market building by improving the BOP group’s status in information production and consumption. Through the case studies of two leading enterprises in China’s short video industry and adopting the grounded theory, this paper summarized the construct dimensions and main characteristics of digital technology and business model innovation related to BOP and established a theoretical framework for the collaborative enhancement of inclusive market building by digital technology and BOP business model innovation. This paper found that platform enterprises support the BOP group to produce and consume content mainly by adopting digital content technology and digital connection technology. They then empower the BOP group, enabling them to have equal access to create and share value by “intelligent + artificial” content recommendation, BOP social network expansion, and shared value acquisition and other innovative strategies and methods. In this process, BOP local resource and information are widely disseminated and their market value is activated, the BOP group’s market awareness and abilities are improved, and the inclusive market building is promoted. This paper deepens the research on inclusive innovation in digital economy, and also makes theoretical contributions to BOP entrepreneurship, business model innovation, and information poverty governance.

【Keywords】 digital technology; business model innovation; inclusive market; inclusive innovation; information poverty; case study;


【Funds】 The National Social Science Fund of China (19BGL026)

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This Article


CN: 11-1235/F

Vol 35, No. 12, Pages 116-136

December 2019


Article Outline


  • 1 Introduction
  • 2 Literature review
  • 3 Research design
  • 4 Research findings
  • 5 Discussion and conclusion
  • References