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Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: a Bottom–Up 3C (Customer, Community, and Context) Approach

Listed author(s):
  • Srinivas Venugopal

    ()

  • Madhubalan Viswanathan
Registered author(s):

    This article demonstrates why and how bottom–up understanding and local collaboration can enable outside entities to design context-sensitive solutions in subsistence marketplaces in emerging markets. Using the literature, we argue that external entities need to understand subsistence marketplaces from the bottom–up in terms of customers/consumers, communities, and the larger context. In turn, they should design context-sensitive core solutions that involve a true collaboration with the preexisting entrepreneurial ecosystem. We use a case study where the first author had direct involvement in implementation to abstract generalizable insights and further assess our arguments with two other case studies from a different organizational context. We draw on these insights to derive implications for marketing management in subsistence marketplaces. Copyright Springer Science+Business Media New York 2015

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    File URL: http://hdl.handle.net/10.1007/s40547-015-0050-3
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    Article provided by Springer & Institute for Sustainable Innovation and Growth (iSIG) in its journal Customer Needs and Solutions.

    Volume (Year): 2 (2015)
    Issue (Month): 4 (December)
    Pages: 325-336

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    Handle: RePEc:spr:custns:v:2:y:2015:i:4:p:325-336
    DOI: 10.1007/s40547-015-0050-3
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    1. Webb, Justin W. & Bruton, Garry D. & Tihanyi, Laszlo & Ireland, R. Duane, 2013. "Research on entrepreneurship in the informal economy: Framing a research agenda," Journal of Business Venturing, Elsevier, vol. 28(5), pages 598-614.
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    6. Jonathan Morduch, 1995. "Income Smoothing and Consumption Smoothing," Journal of Economic Perspectives, American Economic Association, vol. 9(3), pages 103-114, Summer.
    7. Kochar, Anjini, 1995. "Explaining Household Vulnerability to Idiosyncratic Income Shocks," American Economic Review, American Economic Association, vol. 85(2), pages 159-164, May.
    8. Alderman, Harold & Garcia, Marito, 1993. "Poverty, household food security, and nutrition in rural Pakistan:," Research reports 96, International Food Policy Research Institute (IFPRI).
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