신흥국 저소득소비(BOP) 시장과 진출 기업의 특성을 고려한 비즈니스 모델 연구
A Research of Integrating BOP Market and Enterprise Characteristics into Business Model: India-based Cases
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초록
신흥국 저소득 소비시장(BOP)에 대한 기존 연구들은 보편적 전략에 가까운 시사점을 제시하는 데 머물러 있다. 그러나 일반적 전략만으로 BOP 시장에서 성공가능성을 제고하는 데 한계가 있다. 본 연구는 BOP 시장의 상황에 따라 적합한 비즈니스 모델이 다를 것이라 보고 있다. 즉, BOP 시장의 지리적 특성 - 농촌 또는 도시 지역 - 과 기업이 추구하는 가치 - 사회적 또는 경제적 효익 - 에 따라 연구모형을 제시하였다. 이에 따라 그라민 은행, 네슬레 인디아, 카사스 바이아 및 아라빈드 병원의 사례 분석을 수행하였다. 분석 결과에 따르면 농촌 지역 - 사회적 효익(Community value Model), 농촌 지역 - 경제적 효익(Cluster-building Model), 도시 지역 - 경제적 효익(Hybrid synergy Model), 도시 지역 - 사회적 효익(Niche innovation Model)에 따른 비즈니스 모델을 도출하였다. 따라서 신흥국 BOP 시장으로 진출하려는 기업들은 시장의 지리적 특성과 가치 추구 수준에 따라 적합한 비즈니스 모델의 선택 필요성을 제안한다.
Abstract
Extant studies are primarily focused on partial explanation in emerging BOP markets. However, building context-oriented strategy will be helpful to enter into the market. This study proposes that different business model are necessary to tailor to different context in BOP market. Thai is, we elaborates research model in which it combines BOP market's geographical characteristics (rural or non-rural area) with a firm's seeking value (economic or social benefit). According to the above model, the study carried on in-depth case analysis on multinational corporations and social enterprises such as Nestle India, Casas Bahia, Grameen Bank, Aravind Eye Care System. As a result, we could generate 4 different business model, i.e. rural area - social benefit (Community value Model), rural area - economic benefit (Cluster-building Model), non-rural area - economic benefit (Hybrid synergy Model), and non-rural area - social benefit (Niche innovation Model). In the end, the study implies that context-oriented solutions is to enhance successful market entry into the emerging BOP market.
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