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How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces
16 references·5 citing·48 second hop
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References

  • 2018Transforming Our World: The 2030 Agenda for Sustainable Development19,350 cited
  • 2002The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance706 cited
  • 2004Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management298 cited
  • 2009Understanding consumption and entrepreneurship in subsistence marketplaces232 cited
  • 2012Marketing Interactions in Subsistence Marketplaces: A Bottom-Up Approach to Designing Public Policy222 cited
  • 2010Exchanges in Marketing Systems: The Case of Subsistence Consumer–Merchants in Chennai, India206 cited
  • 2012Reverse Innovation205 cited
  • 2011Product Development for the BoP : Insights on Concept and Prototype Development from University‐Based Student Projects in I ndia172 cited
  • 2009Ingraining Product-Relevant Social Good into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation150 cited
  • 2009Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing134 cited
  • 2009Building Entrepreneurship in Subsistence Markets: Microfranchising as an Employment Incubator108 cited
  • 2015Cross-Sector Collaboration, Institutional Gaps, and Fragility: The Role of Social Innovation Partnerships in a Conflict-Affected Region101 cited
  • 2013Subsistence and Sustainability73 cited

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  • 2009Fuel-efficient stoves for Darfur: The social construction of subsistence marketplaces in post-conflict settings55 cited
  • 2019An Empirical Comparison of Consumer Innovation Adoption Models: Implications for Subsistence Marketplaces46 cited
  • 2011Sustainable Product and Market Development for Subsistence Marketplaces: Creating Educational Initiatives in Radically Different Contexts*42 cited
  • Cited by

    • 2021Marketing Scholarship and the Sustainable Development Goals: Thoughts on Moving Forward23 cited
    • 2024Consumer Well‐Being at the Base of the Pyramid and Subsistence Marketplaces: A Review and Research Agenda5 cited
    • 2025Global Marketplace (Marketing) Literacy for Sustainable Development1 cited
    • 2025Sustainability in Subsistence Marketplaces and Beyond: Addressing Challenges Through the Bottom-Up Approach1 cited
    • 2025A vertical portfolio approach to BOP-led growth in emerging markets1 cited