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Understanding subsistence marketplaces: Toward sustainable consumption and commerce for a better world

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  • Viswanathan, Madhu
  • Rosa, José Antonio

Abstract

This article provides the background and the events leading up to this special issue, and the composition of articles that follow. This special issue includes articles that take a bottom-up approach in understanding and explaining subsistence marketplaces, focusing on individual, communal, and cultural factors that influence consumers and entrepreneurs who live at or near subsistence, and who comprise a majority of the world's population. This bottom-up focus is distinct and complementary to the macro-level economic development and mid-level business strategy (e.g., base of the pyramid) approaches to the role of business in poverty alleviation. This special issue consists largely of papers based on presentations at the second subsistence marketplace conference held in Chicago in 2008, with articles and essays reflecting a healthy commingling of disciplinary perspectives that cuts across social and commercial enterprises.

Suggested Citation

  • Viswanathan, Madhu & Rosa, José Antonio, 2010. "Understanding subsistence marketplaces: Toward sustainable consumption and commerce for a better world," Journal of Business Research, Elsevier, vol. 63(6), pages 535-537, June.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:6:p:535-537
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    1. Madhu Viswanathan & Srinivas Sridharan & Robin Ritchie, 2008. "Marketing in Subsistence Marketplaces," Palgrave Macmillan Books, in: Charles Wankel (ed.), Alleviating Poverty through Business Strategy, chapter 0, pages 209-231, Palgrave Macmillan.
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    Cited by:

    1. Minna Halme & Arno Kourula & Sara Lindeman & Galina Kallio & Maria Lima‐Toivanen & Angelina Korsunova, 2016. "Sustainability Innovation at the Base of the Pyramid through Multi‐Sited Rapid Ethnography," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(2), pages 113-128, March.
    2. Louis Mosake Njomo, 2019. "Consumer Behaviour in Subsistence Marketplaces in Cameroon, An Exploratory Study of the Village of Batoke in Limbe Sub-Division, South West Region," International Journal of Economics and Financial Research, Academic Research Publishing Group, vol. 5(8), pages 184-195, 08-2019.
    3. Ronika Chakrabarti, 2021. "Why art matters: Artistic consumer‐entrepreneurship in subsistence marketplaces," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 134-150, March.
    4. Madhubalan Viswanathan & Robert Alfonso Arias & Arun Sreekumar, 2021. "Extreme exclusion and relative deprivation in subsistence marketplaces: A study in a refugee settlement in Nakivale, Uganda," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 87-117, March.
    5. Agarwal, Nivedita & Chakrabarti, Ronika & Brem, Alexander & Bocken, Nancy, 2018. "Market driving at Bottom of the Pyramid (BoP): An analysis of social enterprises from the healthcare sector," Journal of Business Research, Elsevier, vol. 86(C), pages 234-244.
    6. Sahasranamam, Sreevas & Nandakumar, M.K., 2020. "Individual capital and social entrepreneurship: Role of formal institutions," Journal of Business Research, Elsevier, vol. 107(C), pages 104-117.
    7. Martina Hutton & Canan Corus & Joshua Dorsey & Elizabeth Minton & Caroline Roux & Christopher P. Blocker & Jonathan Z. Zhang, 2022. "Getting real about consumer poverty: Deep processes for transformative action," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1332-1355, September.
    8. Toledo-López, Arcelia & Díaz-Pichardo, René & Jiménez-Castañeda, Julio C. & Sánchez-Medina, Patricia S., 2012. "Defining success in subsistence businesses," Journal of Business Research, Elsevier, vol. 65(12), pages 1658-1664.
    9. Min Maung & Danny Miller & Zhenyang Tang & Xiaowei Xu, 2020. "Value-Enhancing Social Responsibility: Market Reaction to Donations by Family vs. Non-family Firms with Religious CEOs," Journal of Business Ethics, Springer, vol. 163(4), pages 745-758, May.
    10. Genovaitė Liobikienė & Justina Mandravickaitė, 2013. "Convergence of new members of the EU: changes in household consumption expenditure structure regarding environmental impact during the prosperous period," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 15(2), pages 407-427, April.
    11. Mukherjee, Srabanti & Jebarajakirthy, Charles & Datta, Biplab, 2020. "Retailer selection compulsion in the subsistence markets," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    12. Nguyen, Hieu P. & Chen, Steven & Mukherjee, Sayantani, 2014. "Reverse stigma in the Freegan community," Journal of Business Research, Elsevier, vol. 67(9), pages 1877-1884.
    13. Joern H. Block & Marcus Wagner, 2014. "The Effect of Family Ownership on Different Dimensions of Corporate Social Responsibility: Evidence from Large US Firms," Business Strategy and the Environment, Wiley Blackwell, vol. 23(7), pages 475-492, November.
    14. Moon, Sangkil & Bergey, Paul K. & Bove, Liliana L. & Robinson, Stefanie, 2016. "Message framing and individual traits in adopting innovative, sustainable products (ISPs): Evidence from biofuel adoption," Journal of Business Research, Elsevier, vol. 69(9), pages 3553-3560.
    15. Dey, Bidit Lal & Pandit, Ameet & Saren, Mike & Bhowmick, Sanjay & Woodruffe-Burton, Helen, 2016. "Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers' use of mobile telephony," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 40-48.
    16. Arindam Das & Pia A. Albinsson, 2023. "Consumption Culture and Critical Sustainability Discourses: Voices from the Global South," Sustainability, MDPI, vol. 15(9), pages 1-19, May.
    17. Simon Joncourt & Heiko Gebauer & Javier Reynoso & Karla Cabrera & Ana Valdes & Katharina Greve, 2019. "Extending the Base-of-the-Pyramid Concept," Service Science, INFORMS, vol. 11(3), pages 241-261, October.
    18. Nakata, Cheryl & Viswanathan, Madhubalan, 2012. "From impactful research to sustainable innovations for subsistence marketplaces," Journal of Business Research, Elsevier, vol. 65(12), pages 1655-1657.
    19. Khare, Apoorv & Jain, Rajesh, 2022. "Mapping the conceptual and intellectual structure of the consumer vulnerability field: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 567-584.
    20. Praceus, Sarah & Herstatt, Cornelius, 2012. "Consumer innovation in the poor versus rich world: Some differences and similarities," Working Papers 71, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    21. Avinash G. Mulky, 2011. "Marketing to the Bottom of the Pyramid and subsistence markets - A research agenda," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 59(2), pages 9-14.

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