Pursuing frugal innovation for sustainability at the grassroots level

Mokter Hossain, Jarkko Levänen, Marleen Wierenga

Research output: Contribution to journalArticleScientificpeer-review

9 Citations (Scopus)
37 Downloads (Pure)


Firms are often criticized for their reluctance to embrace sustainability in their business strategies. Frugal innovation is a recent concept that represents a new way for firms to serve underserved customers in developing countries while also promoting sustainability. Based on three cases of frugal innovation at the grassroots level in India, this article demonstrates how frugal innovation presents a promising way to tackle some of today's pressing societal problems with new business models. We use a range of parameters for economic, social, and environmental sustainability to strengthen the case for frugal innovation. This article attempts to inspire scholars to consider frugal innovation further in their future research endeavors and encourage firms to integrate it into their existing business models.
Original languageEnglish
Article number1740877620000534
Pages (from-to)374-381
Number of pages8
JournalManagement and Organization Review
Issue number2
Early online date22 Feb 2021
Publication statusPublished - May 2021
MoE publication typeA1 Journal article-refereed


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