Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach through the Subsistence Marketplaces Approach

Madhubalan Viswanathan · Arun Sreekumar

15 citations0/0 files storedMarkets Globalization & Development Review

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

Abstract

In this article, we describe our journey through the creation and development of the stream of subsistence marketplaces, summarize our learning, and discuss implications at the intersection of the field of Marketing and poverty alleviation. Distinct from macro level economic research in impoverished contexts, or mid-level approaches, such as the base of the pyramid (BOP) approach in business strategy, this approach is rooted at the micro-level, enabling bottom up understanding of buyer and seller. The term, subsistence marketplaces, reflects understanding these contexts in their own right, not just as markets to sell to, but as individuals, communities, consumers, entrepreneurs, and marketplaces to learn from.

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References

2013Reverse Innovation: Create Far From Home, Win Everywhere 2012Understanding poverty and promoting poverty alleviation through transformative consumer research 2009Building Entrepreneurship in Subsistence Markets: Microfranchising as an Employment Incubator 2015Cross-Sector Collaboration, Institutional Gaps, and Fragility: The Role of Social Innovation Partnerships in a Conflict-Affected Region 2015Understanding the Dynamics between Social Entrepreneurship and Inclusive Growth in Subsistence Marketplaces 2013Subsistence and Sustainability 2008Enabling Consumer and Entrepreneurial Literacy in Subsistence Marketplaces 2014Transformative Subsistence Entrepreneurship

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2020The institutional work of a social enterprise operating in a subsistence marketplace: Using the business model as a market‐shaping tool 2021Innovation in the subsistence marketplace: an analysis considering multiple concepts and approaches 2022Educational approaches to enable marketplace metacognition and social intelligence in subsistence consumers 2022What Are The Rural And Urban Marketing Components, If Any, Within Agri-Food Marketing In Bottom Of The Pyramid- Subsistence Market Contexts In Developing Countries? A Literature Review

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