What the subsistence marketplaces stream is really about: Beginning with micro-level understanding and being bottom-up

Research output: Contribution to journalComment/debate

Abstract

This commentary reiterates the essence of the subsistence marketplaces stream in light of the focal paper. The subsistence marketplaces stream provides a granular, micro-level understanding of the intersection of poverty and marketplaces. The term ‘subsistence marketplaces’ was deliberately coined to keep the focus on preexisting marketplaces to learn from in order to design solutions for all contexts. Such marketplaces should be studied in their own right, and not as a means to a preconceived end, whether it be for outside companies or government policy and so forth. We study subsistence marketplaces inside-out rather than outside-in–beginning at the micro level and being bottom-up in deriving implications for many sectors of society. We traverse a journey which is in the opposite direction to beginning with ideological lenses, wherein we have developed an ecosystem of research, forums, curricular innovations and community outreach.

Original languageEnglish (US)
Pages (from-to)1570-1584
Number of pages15
JournalJournal of Marketing Management
Volume33
Issue number17-18
DOIs
StatePublished - Nov 22 2017

Keywords

  • Subsistence marketplaces
  • base of the pyramid
  • poverty
  • transformative consumer research

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

Fingerprint Dive into the research topics of 'What the subsistence marketplaces stream is really about: Beginning with micro-level understanding and being bottom-up'. Together they form a unique fingerprint.

  • Cite this