Impact of Market Separations on the Development of Shared Innovations through the Use of ICT at BOP in Pakistan

Purpose: This research aims to investigate how market separations affect the growth of Base of the Pyramid (BOP) shared innovations in Pakistan via the use of (ICT). Design/methodology/approach: The research proposes that Access to ICT, via Market Separations, promotes Shared Innovations at BOP in Pakistan. The study empirically examines the model using 500 Pakistani MSMEs owners, executives, and staff questionnaires. Structured equation modeling (SEM) study using SMART Partial Least Square (PLS) software tested hypotheses. Findings: The study finds that market separations between the producers and end users have negative mediation between the cocreation of shared innovations through use of ICT at BOP. Research limitations/implications: Using empirical validation, the research adds to the body of knowledge on BOP sustainability by examining how Use of ICT and market separations affect the growth of shared innovations at BOP in Pakistan. Originality/value: A paradigm suggesting that market Use of ICT and market separations influence the emergence of shared innovations at BOP is theoretically developed and experimentally examined in this study.