Producing something from low or nothing through entrepreneurial bricolage is an increasing phenomenon in emerging and dynamic markets. Recently, there is a dire need in developing affordable products and services targeting new markets. Entrepreneurs in the limited resources environments often develop such products. As suggested by Baker and Nelson, firms engage in bricolage to overcome the limitations imposed by the limited resources situation. With respect to the current situation, resource limitations and sustainability issues are pushing firms to develop affordable, quality products and services.
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Producing something from low or nothing through entrepreneurial bricolage is a increasing phenomenon in emerging and dynamic markets. Recently, there is a dire need in developing affordable products and services targeting new markets. Entrepreneurs in the limited resources environments often develop such products (Alshareef, et al., 2022). As suggested by Tunio, et al., (2021), firms engage in bricolage to overcome the limitations imposed by the limited resources situation. With respect to the current situation, resource limitations and sustainability issues are pushing firms to develop affordable, quality products and services.
Frugal innovation (FI) is is a translation of such offerings. The FI concept overlaps with several other concepts and new ideas (Agarwal and Brem, 2017; Hossain, 2018b), and generally, research scholars are not unified behind one definition of FI. However, FI can be broadly defined as developing limited resource but quality solutions that are affordable than the current products (Shaikh, et al., 2022).
Entrepreneurial activities are rapidly changing, and several entrepreneurs emerge from the grassroots level with limited education, poor technological knowledge, and no access to knowhow (Tunio, et al., 2021). They often dwell in impecunious environments and work under different resource challenges (Memon, et al., 2021), yet they propose frugal solutions to poor customers and make an impact on sustainability (Afshan, et al., 2021). People with a less education and limited access to expertise express novel ideas to solve regional and national issues (Chaudhry, et al., 2021). They go through innovative entrepreneurial paths and deal with different challenges. They contribute through cheap products, which have tangible contributions to the region and locality regarding sustainability. They therefore contribute to meeting sustainable development goals (SDGs) by offering sustainable products and services (Tunio, et al., 2021).
However, there is limited knowledge about how individuals with low resources survive an flourish with their frugal ingenuity. There is also lack knowledge about how FI contributes toward sustainability.