Mapping the future of frugal innovation research through CAQDAS technique

Purpose - This study aims to answer the following research question: What are the opportunities for future research concerning the Frugal Innovation (FI) phenomenon? To address this, the authors propose a novel approach to literature review on the topic. They do so in view of synthesising scholars' recommendations for subsequent studies. They also advocate that it is time to contribute to the establishment of the FI field by mapping the future of this approach. Design/methodology/approach - The authors conducted a systematic literature review (SLR) to connect past and future research on FI. After the screening process of the documents extracted from multiple databases, they performed a bibliometric analysis to provide an overview of the field. Furthermore, the lexical analysis and descending hierarchical analysis were generated through the IRAMUTEQ software to identify the clusters for future research on FI. Findings - This research not only demonstrates the current state of the art of FI literature but also identifies a research agenda with six categories of opportunities for further studies on the topic: frugal consumer behaviour; establishment of the field; sustainable impact; approaches to different contexts; implementation processes; and challenges for value creation. Originality/value - The FI phenomenon is receiving increasing attention from scholars in the management field due to its socioeconomic and managerial implications, especially after the Covid-19 outbreak. Therefore, the findings benefit scholars striving to expand the scope of FI research, as well as entrepreneurs, managers and organisations aiming to enhance their social responsibility to reduce their environmental impact.