Ingraining product-relevant social good into business processes in subsistence marketplaces: The sustainable market orientation

Madhubalan Viswanathan, Anju Seth, Roland Gau, Avinish Chaturvedi

Research output: Contribution to journalArticlepeer-review

Abstract

This article uses insights gained from the unique context of subsistence marketplaces, or the base of the pyramid, to put forth a sustainable market orientation for businesses. Using qualitative research and case studies of businesses, ingraining social good in a product-relevant sense is argued to be central and essential for businesses in subsistence contexts to be successful. This analysis is unique in taking a bottom-up in orientation and begins at the microlevel, drawing on.

Original languageEnglish (US)
Pages (from-to)406-425
Number of pages20
JournalJournal of Macromarketing
Volume29
Issue number4
DOIs
StatePublished - Dec 2009

Keywords

  • Base of the pyramid
  • Literacy
  • Poverty
  • Subsistence marketplaces
  • Sustainability

ASJC Scopus subject areas

  • Marketing

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