Base of the pyramid orientation, imitation orientation and new product performance in an emerging market

This study investigates the effect of base pyramid (BOP) orientation on new product performance through mediating mechanism imitation orientation. Using time-lagged data from 505 ventures, results revealed that (1) BOP positively influences orientation, (2) mediates relationship between and performance, (3) competitive intensity has a negative moderating (4) dysfunctional competition moderates performance. These findings provide nuanced understanding role in context by introducing as mechanism. The implications for theory development directions future research are discussed. • Base-of-the-pyramid examined. indirectly success Competitive negatively success. Dysfunctional