Military experience of entrepreneurs at the base of the pyramid, entrepreneurial bricolage, and the innovation performance of new ventures in the peace era: an empirical study of Chinese poverty alleviation regions

Purpose Due to the proliferation of the internet and other forms of digital technology, more people from the economically disadvantaged Base of the Pyramid (BOP) have been able to launch their own enterprises. Both empirical evidence and theoretical speculation suggest that a BOP entrepreneur’s time spent in the military significantly affects the innovative capabilities of their startup; nevertheless, the mechanism of this effect has not been investigated extensively. Design/methodology/approach This research uses branding theory to provide an explanation for the connection between the military service of BOP entrepreneurs and their capacity for creativity, with entrepreneurial bricolage and the institutional setting serving as mediating and moderating factors, respectively. Findings According to the findings, business owners in the bottom of the pyramid whose experience is in the military are more likely to start new businesses with a high rate of innovation, that entrepreneurial bricolage plays a crucial mediating role, and that the institutional environment plays a crucial regulatory role. These results show that business owners working to alleviate poverty and who have served in the armed forces are more likely to engage in entrepreneurial bricolage and depend on the entrepreneurial environment to boost their businesses’ innovative prowess. Originality/value Based on the imprinting theory, we found that entrepreneurs with military experience are more inclined towards risk and innovation. They alleviate resource constraints by piecing together existing resources, thereby effectively carrying out innovative activities. This reflects that the influence of personal experiences on personality traits and behavior styles can further influence entrepreneurs’ entrepreneurial decisions.