Giribas, Alejandro (2022) EXAMINING THE BARRIERS TO SELF-TARGETING FOR SOCIAL VENTURES ADDRESSING THE BOTTOM OF THE PYRAMID. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
This paper examines the barriers regarding the consideration and implementation of self-targeting within the social venture OneDollarGlasses (ODG) which targets the Bottom of the Pyramid with basic optical healthcare products and services. The most relevant identified barriers were a lack of awareness regarding (self-)targeting, a reluctance to exclude people from buying the subsidized offer, and the need for an alternative offer for self-targeting to work properly. The latter barrier (need for an alternative offer) is relevant since it is widely ignored in the literature. At its core self-targeting focuses on adjusting the attractiveness of the offer in a way that less-poor people refrain from picking it up but go for a more inducing alternative offer. If no alternative offer is available, the concept breaks down. The reluctance to exclude people from buying the subsidized offer touches upon the topic of organizational identity: Organizations need to know who/what they want to be to successfully operate at the Bottom of the Pyramid and implement a clear targeting strategy.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Rotulo, A. and Folmer, E.C. |
| Date Deposited: | 09 Sep 2022 10:48 |
| Last Modified: | 09 Sep 2022 10:48 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/184 |
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