Doing well by doing good: Pursuing commercial success by internalizing social good in subsistence markets

Madhubalan Viswanathan, Anju Seth, Roland Gau, Avinish Chaturvedi

Research output: Contribution to conferencePaper

Abstract

This paper examines the strategies that successful firms employ in subsistence markets. Using qualitative research and case studies, we argue that it is essential for firms to internalize social good in order to succeed in subsistence markets. In other words, customer and societal welfare concerns move from the periphery to the center of strategic planning and to permeate business functions and processes. We do not propose that the business exists for the social good; but rather that business exists for making profits and that in the subsistence context, the pursuit of social good will increase the likelihood of commercial success. We develop a set of propositions about selected aspects of business processes such as product development and pricing.

Original languageEnglish (US)
StatePublished - Dec 1 2007
Event67th Annual Meeting of the Academy of Management, AOM 2007 - Philadelphia, PA, United States
Duration: Aug 3 2007Aug 8 2007

Other

Other67th Annual Meeting of the Academy of Management, AOM 2007
CountryUnited States
CityPhiladelphia, PA
Period8/3/078/8/07

Keywords

  • Bottom of the pyramid
  • Subsistence marketplaces

ASJC Scopus subject areas

  • Management Information Systems
  • Management of Technology and Innovation

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  • Cite this

    Viswanathan, M., Seth, A., Gau, R., & Chaturvedi, A. (2007). Doing well by doing good: Pursuing commercial success by internalizing social good in subsistence markets. Paper presented at 67th Annual Meeting of the Academy of Management, AOM 2007, Philadelphia, PA, United States.