Envisioning Marketing Advances in an Era of Disruptions: A Bottom-up Perspective from Subsistence Marketplaces

Abstract

Our journey into subsistence marketplaces employed a bottom-up approach to create unique synergies between research, education and community outreach. These radically different contexts with deprivation on multiple fronts blur traditional boundaries, such as between products and betterment of life circumstances, customers and entrepreneurs, and doing well and doing good. We use our learning to envision advances in marketing in an era of disruptions characterized by a confluence of uncertainties and unfamiliarities. We argue for the centrality of marketing as a focal discipline with grounding in customers and marketplaces, and the need for ...

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