Conducting transformative consumer research: Lessons learned in moving from basic research to transformative impact in subsistence marketplaces

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In contrast to macrolevel economic approaches or midlevel business strategy approaches, such as the base of the pyramid model (Prahalad, 2005), our approach begins at the microlevel, starting with individuals, consumers, entrepreneurs, and communities and studying them in their own right. We coined the term subsistence marketplaces to re$ ect our determination to understand these preexisting marketplaces in their own right and view them not just as markets to sell into but also as individuals and communities to learn from (Viswanathan & Rosa, 2007). Our primary goal was-and is-to understand and enable these marketplaces to be sustainable along multiple dimensions: economic, ecological, and social.
Original languageEnglish (US)
Title of host publicationTransformative Consumer Research
Subtitle of host publicationFor Personal and Collective Well-Being
PublisherTaylor and Francis
Pages109-130
Number of pages22
ISBN (Print)9780203813256
DOIs
StatePublished - Jan 1 2012

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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