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Step-Change: Micro-Entrepreneurs’ Entry into the Middle-Class Market

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  • Falylath Babah Daouda
  • Paul T.M. Ingenbleek
  • Hans C.M. van Trijp

Abstract

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.

Suggested Citation

  • Falylath Babah Daouda & Paul T.M. Ingenbleek & Hans C.M. van Trijp, 2016. "Step-Change: Micro-Entrepreneurs’ Entry into the Middle-Class Market," Journal of African Business, Taylor & Francis Journals, vol. 17(2), pages 129-147, May.
    • Handle: RePEc:taf:wjabxx:v:17:y:2016:i:2:p:129-147
    DOI: 10.1080/15228916.2016.1126882
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    References listed on IDEAS

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    1. Abebe Shimeles & Mthuli Ncube, 2015. "The Making of the Middle-Class in Africa: Evidence from DHS Data," Journal of Development Studies, Taylor & Francis Journals, vol. 51(2), pages 178-193, February.
    2. Bernard Dussuc & Sébastien Geindre, 2012. "Capital social, théorie des réseaux sociaux et recherche en PME : une revue de la littérature," Post-Print halshs-00747912, HAL.
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    Cited by:

    1. Asongu, Simplice A. & Nwachukwu, Jacinta C. & Orim, Stella-Maris I., 2018. "Mobile phones, institutional quality and entrepreneurship in Sub-Saharan Africa," Technological Forecasting and Social Change, Elsevier, vol. 131(C), pages 183-203.
    2. Muhammad Naveed Anwar & Elizabeth Daniel, 2016. "The Role of Entrepreneur-Venture Fit in Online Home-Based Entrepreneurship: A Systematic Literature Review," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 24(04), pages 419-451, December.
    3. Mbalyohere, Charles & Lawton, Thomas C., 2018. "Engaging Stakeholders Through Corporate Political Activity: Insights From MNE Nonmarket Strategy in an Emerging African Market," Journal of International Management, Elsevier, vol. 24(4), pages 369-385.

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