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Title Product and market development for subsistence marketplaces [electronic resource] / edited by Jos©♭ Antonio Rosa, Madhubalan Viswanathan
Imprint Amsterdam ; Boston : Elsevier/JAI, 2007
book jacket
Edition 1st ed
Descript 1 online resource (xv, 340 p.) : ill
Series Advances in international management, 1571-5027 ; v. 20
Advances in international management ; v. 20
Note Includes selected conference papers
Includes bibliographical references
Foreword / Jagdish N. Sheth, Charles H. Kellstadt -- Product and market development for subsistence marketplaces: consumption and entrepreneurship beyond literacy and resource barriers / Madhubalan Viswanathan, Jos©♭℗ѓAntonio Rosa -- Understanding product and market interactions in subsistence marketplaces: a study in South India / Madhubalan Viswanathan -- A family systems interpretation of how subsistence consumers manage: the case of South Africa / Julie A. Ruth, Rachel Oakley Hsiung -- Potential vulnerabilities of U.S. subsistence consumers to persuasive marketing communications / Jerome D. Williams, William J. Qualls,Nakeisha Ferguson -- Understanding subsistence marketplaces: exploringthe contributions of participatory action research / Julie L. Ozanne, Bige Saatcioglu --Impact of entrepreneurship development through corporate interventions: an assessment of the case of HLL's Project Shakti /M.J. Xavier, J. Raja, S. Usha Nandhini -- Participatory research methods forsubsistence consumers / Edward McKenzie Abbey, Sharmin Attaran -- Microcredit through the feminist lens: toward a more equitable approach to social entrepreneurship / Ina Freeman, Nancy Higginson -- Marketing in subsistence markets: innovation through decentralization and externalization / Robin Ritchie, Srinivas Sridharan -- Market orientation and performance in low-income countries: the case ofZimbabwean retailers / Steven Michael Burgess, Pfavai Nyajeka -- Unilever's business in India's subsistence economies / Rohithari Rajan -- Toward more responsiveorganizations: openness to change and culture preservation in subsistence and developing economies / Charles M. Wood -- Consumption and environmental degradation: a long-term view / Kanwalroop Kathy Dhanda, Ronald Paul Hill -- Market disintermediation and producer value capture: thecase of fair trade coffee in Nicaragua, Peru, and Guatemala / Eric J. Arnould, Alejandro Plastina, Dwayne Ball
This volume provides a more detailed and profound understanding of an important and, until recently ignored, global phenomenon: marketplaces where individuals living in poverty buy/sell products and services. It is estimated that as many as 4 billion people with buying power exceeding $14 trillion fall into this market segment. Historically, the research in this area was conducted among consumers from industrialized economies. This research is rooted in fundamental assumptions about literacy and numeracy skills, life stability, cognitive predilections, and consumer access to basic resources such as education, water, and sanitation that often do not hold for poverty-stricken marketplaces.This volumepresents a collection of articles that describe this particular group of consumers andentrepreneurs, and inform us on better ways to understand, reach, and empower them. The potential to do well by doing good inthese impoverished marketplaces is very high, it is the hope of the editors that this reference will jumpstart the development of new theories, frameworks, and models that address both consumption and entrepreneurship in this particular market. This series publishes conceptual and empirical papers that deal with international topics from all areas within the management field. The organizations studied can be domestic or multinational, and the level of analysis can be macro or micro. Through new theoretical insights, managerial application, methodology, or data,the papers make a significant contribution to advancing knowledge about international management
Description based on print version record
Link Print version: Product and market development for subsistence marketplaces. 1st ed. Amsterdam ; Boston : Elsevier/JAI, 2007 9780762313969 076231396X (OCoLC)123374971
Subject Consumer behavior -- Developing countries -- Congresses
Consumers -- Developing countries -- Congresses
Marketing -- Developing countries -- Congresses
Subsistence economy -- Congresses
Sales & marketing. bicssc
Sales & marketing management. bicssc
Business & Economics -- Marketing -- General. bisacsh
Alt Author Rosa, Jos©♭ Antonio, 1955-
Viswanathan, Madhu
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