|Title||Step-Change : Micro-Entrepreneurs’ Entry into the Middle-Class Market|
|Author(s)||Babah Daouda, Falylath; Ingenbleek, P.T.M.; Trijp, H.C.M. van|
|Source||Journal of African Business (2016). - ISSN 1522-8916 - p. 129 - 147.|
Marketing and Consumer Behaviour
|Publication type||Refereed Article in a scientific journal|
|Keyword(s)||business development - micro-entrepreneurs - poverty - resource-based view - Social mobility|
With upcoming middle classes in Africa, micro-entrepreneurs witness new opportunities that can potentially lift them out of poverty. Exploiting these opportunities requires entrepreneurs to make a ‘step-change’ away from the bottom of the pyramid to middle-class markets. This process hosts potential conflicts between informal-sector and formal-sector stakeholders as it requires both new resources and continued access to existing resources. By taking a strategic marketing perspective, this study labels and defines the phenomenon of step-change and offers an explanatory conceptual framework for it. The article draws implications for business development, the gender debate, as well as academic research.