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'A social justice logic': how digital commerce enables value co-creation at the bottom of the pyramid

Lookup NU author(s): Hesty Utami, Professor Eleftherios AlamanosORCiD, Dr Sharron Kuznesof



This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).


The paper conceptualises digital technology as a source of innovation in value cocreation (VCC) at the bottom of pyramid (BOP) markets and provides empirical evidence in support of this proposition through fieldwork focused on vegetable supply chains in Indonesia. An inductive analysis based upon twenty in-depth, face-to-face, semi-structured interviews with producers, intermediaries and retailers in rural and urban locations identified VCC occurring in a newly emerging e-commerce marketing channel where digital technologies enabled engagement and interaction amongst channel members. The results suggest that market scripting based upon an inclusive, collaborative and empowerment ideology, which can lead to sustainable development and income redistribution from consumers to producers, was explicitly embedded in their VCC agenda. Customer driven innovations were supported by fair trade practices in which producers were not only provided with the resources, skills, and capabilities to meet market demands but were also ‘fairly’ remunerated. For consumers, digital technologies created online ‘consumption communities’ where information and educational interactions, including those around product provenance and food preparation opportunities supported online purchases and innovation in value chain ‘pull’ strategies. The paper concludes that the logic underpinning this new transformative business approach of digitally enabled VCC in local BOP markets is akin to a ‘social justice logic’.

Publication metadata

Author(s): Utami H N, Alamanos E, Kuznesof S

Publication type: Article

Publication status: Published

Journal: Journal of Marketing Management

Year: 2021

Volume: 37

Issue: 9-10

Pages: 816-855

Online publication date: 04/05/2021

Acceptance date: 18/01/2021

Date deposited: 19/01/2021

ISSN (print): 0267-257X

ISSN (electronic): 1472-1376

Publisher: Taylor & Francis


DOI: 10.1080/0267257X.2021.1908399


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