Javier Reynoso, EGADE Business School – Monterrey Institute of Technology
Jay Kandampully, Ohio State University
Xiucheng Fan, Fudan University
Hanna Paulose, Ohio State University

The article provides insights into indigenous, solution-based business models and their relevance for inclusive service innovation within specific social contexts in emerging economies. It emphasizes the importance of a solution orientation as a competitive business model to gain customer engagement. It can be used by researchers and practitioners in both emerging and advanced economies in their efforts to build sustainable business cultures and to improve the well-being of society. It proposes an innovative switch from a traditional strategy of selling services toward a proactive approach that involves low-income customers as active resources to co-create social and business value.

Forthcoming in Journal of Service Management