Project R-16215

BARRIERS TO THE ADOPTION OF INNOVATIVE PRODUCTS AND SERVICES IN DEVELOPING COUNTRIES. Case Study of Innovative Products in the Democratic Republic of the Congo. (Research)

Many pro-social innovations, innovations that aim to improve the well-being of the targeted individuals or target groups, fail in 'bottom of the pyramid' markets (developing countries). Conventional marketing strategies, which assume that innovations are accepted as long as there are sufficient benefits associated with their use, do not succeed in promoting the adoption of these pro-social innovations. This innovative project therefore investigates the institutional, cultural, or situational barriers that potential users of the innovations must overcome, or that must be reduced by institutions in order for the innovations to succeed. Based on the findings, reasonable recommendations for product development, marketing and distribution will be made, as well as policy recommendations, to facilitate diffusion.

13 November 2025 - 30 June 2029