The mediating role of bricolage in fostering awareness of potential returns among Base of the Pyramid entrepreneurs

Purpose The purpose of this study is to examine how frugality, persuasion ability, bricolage, and awareness of potential returns serve as critical factors to address the persistent constraints faced by entrepreneurs at the Base of the Pyramid. While BoP entrepreneurship has gained increasing attention over the years, BoP businesses remain constrained by limited resources, low innovation capacity and poor managerial competencies. Although research suggests that bricolage can yield to suboptimal outcomes when not applied strategically, the findings highlight its value as an adaptive strategy in BoP settings. The mediating role of bricolage is reviewed, and how awareness of potential returns is influenced by frugality and persuasiveness. Design/methodology/approach A causal model was developed to examine the mediating role of bricolage. This proposed model and hypotheses were tested using data obtained from a sample of 129 BoP entrepreneurs. Findings The results indicate that bricolage fully mediates the relationship between frugal mindset, and awareness of potential returns, while partially mediates the relationship between persuasion ability and awareness of potential returns. Originality/value These findings underscore the importance of cultivating bricolage skills among BoP entrepreneurs, as they empower them to navigate resource constraints, foster innovation and enhance their prospects for business success.