Entrepreneurship

Entrepreneurship Full Paper Session (B)

Digital platforms value creation and the role of MNE on the development of grassroots entrepreneurs

XF

Xiaolan Fu University of Oxford

PG

AM

Amore Minayora University of the West of England

Abstract

This paper explores a digital technology-based business model that enables marginalised communities to engage in commercial activities without access to the initial capital. We observe a great need for a perspective on how marginalised communities create and capture value through app-based businesses. To address these needs, we aim at answering two questions: (1) How does relationship and engagement occur in marketplace platform? (2) How do grassroots entrepreneurs create and capture value within a platform? Based on the case of Kuaishou app users in China, we identified four types of relationships that transform the benefits of technology into value creation for grassroots entrepreneurs. The four types of engagement within the app reflect different ways in which app users create both non-monetary (Type 1) and monetary values (Type 2, 3, 4) leading to the development of grassroots entrepreneurs. The findings of the research suggest that innovation embedded in digital technology-based economic activity helps reshape the ways in which value is created beyond profit. More importantly, digital platforms play an important role in attaining inclusive and just growth for vulnerable communities.

Please choose your submission type

Full Paper

Primary Track

Entrepreneurship

Keywords

Entrepreneurship in emerging markets

Published in BAM2023 Conference

Publisher X-CD Journal

Date of Conference September 5–6, 2023