Product and Market Development for Subsistence Marketplaces

Erscheinungsjahr 2007
ISBN: 978-0-7623-1396-9
Verlag: Jai Press Inc.

Buch, Englisch, 358 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 705 g

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 volume presents a collection of articles that describe this particular group of consumers and entrepreneurs, and inform us on better ways to understand, reach, and empower them. The potential to do well by doing good in these 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

Autoren/Hrsg.

Cheng, Joseph L. C.

Rosa, José Antonio

Hitt, Michael A.

Viswanathan, Madhubalan

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers Madhubalan Viswanathan and José Antonio Rosa
Section 1: Subsistence Consumers Getting to Know Them
2. Understanding Product and Market Interactions in Subsistence Marketplaces: A Study in South India Madhu Viswanathan
3. A Family Systems Interpretation of How Subsistence Consumers Manage:The Case of South Africa Julie A. Ruth and Rachel Oakley Hsiung
4. Potential Vulnerabilities of U.S. Subsistence Consumers to Persuasive Marketing Communications Jerome D. Williams, William J. Qualls, and Nakeisha Ferguson
5. Understanding Subsistence Marketplaces: Exploring the Contributions of Participatory Action Research Julie L. Ozanne and Bige Saatcioglu

Section 2: Entrepreneurship in Subsistence Marketplaces
6. Impact of Entrepreneurship Development Through Corporate Interventions: An Assessment of the Case of HLLs Project Shakti M. J Xavier, J Raja, and S Usha Nandhini
7. Participatory Research Methods for Subsistence Consumers Edward McKenzie Abbey and Sharmin Attaran
8. Micro-Credit Through the Feminist Lens: Towards a More Equitable Approach to Social Entrepreneurship Ina Freeman and Nancy Higginson

Section 3: Marketing and Management in Subsistence Marketplaces
9. Marketing in Subsistence Markets: Innovation through Decentralization and Externalization Robin Ritchie and Srinivas Sridharan
10. Market Orientation and Performance in Low Income Countries: The Case of Zimbabwean Retailers Steven Michael Burgess and Pfavai Nyajeka
11. Unilevers Business in Indias Subsistence Economies Rohithari Rajan

Section 4: Policy Issues in Subsistence Marketplaces
12. Towards More Responsive Organizations: Openness to Change and Culture Preservation in Subsistence and Developing Economies Charles M. Wood
13. Consumption and Environmental Degradation: A Long Term View Kanwalroop Kathy Dhanda and Ronald Paul Hill
14. Market Disintermediation and Producer Value Capture: The Case of Fair Trade Coffee in Nicaragua, Peru and Guatemala Eric J. Arnould, Alejandro Plastina, and Dwayne Ball