MITIGATING PRINCIPAL-AGENT PROBLEMS IN BASE-OF-THE-PYRAMID MARKETS: AN IDENTITY SPILLOVER PERSPECTIVE

• 成果类型: Article
• 署名作者: Kistruck, Geoffrey M.; Sutter, Christopher J.; Lount, Robert B., Jr.; Smith, Brett R.
• 署名单位: University System of Ohio; Miami University; University System of Ohio; Ohio State University; University System of Ohio; Miami University
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/amj.2011.0336
• 发表日期: 2013
• 页码: 659-682
• 关键词: PSYCHOLOGICAL OWNERSHIP; incentive contracts; performance; identification; strategies; bottom; MODEL; work; entrepreneurship; governance

摘要

The potential for profitably distributing products to previously underserved base-of-the-pyramid (BOP) markets as a means of poverty alleviation has received growing interest within the management field. However, such business models often struggle with the agency costs that arise between the firm and local sales agents as the institutions and infrastructure in BOP markets make traditional contractual and monitoring mechanisms difficult and expensive to employ. We present the results of two complementary studies which were both conducted with salespeople in rural Guatemala. The first study employed a quasi-experimental field-study combined with in-depth interviews, while the second study was a laboratory experiment. The results of the studies suggest that identity-based mechanisms can potentially mitigate agency costs through a positive identity spillover effect in multiproduct settings.