Subsistence Marketplaces: Looking Back, Looking Forward

Madhubalan Viswanathan · Srinivas Venugopal

34 citations0/0 files storedJournal of Public Policy & Marketing

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Innovation and Socioeconomic Development Microfinance and Financial Inclusion Consumer Behavior and Market Dynamics

Abstract

illinois.edu). Over the past decade and a half, the study of subsistence marketplaces has garnered significant attention among marketing scholars, as evidenced by the burgeoning body of literature on the topic. Journal of Public Policy & Marketing (JPPM) has played an instrumental role in nurturing scholarship in this arena. The journal’s focus on the nexus between marketing, public policy, and societal wellbeing (Stewart 2013) finds a natural confluence with the inherent goals of subsistence marketplaces research. Prior work published in JPPM has (1) advanced our understanding of subsistence marketplaces, (2) informed social initiatives in subsistence communities (Viswanathan et al. 2009), and (3) articulated policy recommendations for enhancing consumer and entrepreneurial well-being in subsistence contexts (Viswanathan et al. 2012). This JPPM special section provides further impetus to research subsistence marketplaces. The introduction to the special section takes the form of a narrative looking back and looking forward in relation to the stream of research under the rubric of subsistence marketplaces. The articles in this special section and other articles that may appear in a subsequent issue of JPPM stemmed from the fifth of a biennial conference series on subsistence marketplaces. The call for papers for this special section especially welcomed papers presented at the Fifth Subsistence Marketplaces Conference (June 13–15, 2014) but was open to any contributor(s) regardless of participation in the conference. After providing a background of the conference, we summarize the articles in this special section and briefly discuss the stream of work on subsistence marketplaces, the pathways traversed by previous research, and potential avenues forward.

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References

2025Advances in Consumer Research 2012Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy 2006Voices Unheard: The Psychology of Consumption in Poverty and Development 2011Product Development for the BoP : Insights on Concept and Prototype Development from University‐Based Student Projects in I ndia 2007Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship beyond Literacy and Resource Barriers 2009Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing 2007Product and Market Development for Subsistence Marketplaces

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2020Street vending: transformative entrepreneurship for individual and collective well-being 2017What the subsistence marketplaces stream is really about: Beginning with micro-level understanding and being bottom-up 2017Overcoming Institutional Voids in Subsistence Marketplaces 2018Living the African Dream: How Subsistence Entrepreneurs Move to Middle-Class Consumer Markets in Developing and Emerging Countries 2017Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach through the Subsistence Marketplaces Approach

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