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Marketing And Poverty Alleviation: Synergizing Research, Education, And Outreach Through The Subsistence Marketplaces Approach, Madhubalan Viswanathan, Arun Sreekumar
Marketing And Poverty Alleviation: Synergizing Research, Education, And Outreach Through The Subsistence Marketplaces Approach, Madhubalan Viswanathan, Arun Sreekumar
Markets, Globalization & Development Review
In this article, we describe our journey through the creation and development of the stream of subsistence marketplaces, summarize our learning, and discuss implications at the intersection of the field of Marketing and poverty alleviation. Distinct from macro level economic research in impoverished contexts, or mid-level approaches, such as the base of the pyramid (BOP) approach in business strategy, this approach is rooted at the micro-level, enabling bottom up understanding of buyer and seller. The term, subsistence marketplaces, reflects understanding these contexts in their own right, not just as markets to sell to, but as individuals, communities, consumers, …
Extending The Marketing Dialog On Poverty, Ravi S. Achrol, Philip Kotler
Extending The Marketing Dialog On Poverty, Ravi S. Achrol, Philip Kotler
Markets, Globalization & Development Review
We appreciate Professor Aneel Karnani’s contributions to the marketing dialog on poverty and our article “Marketing’s Lost Frontier: The Poor” (Achrol and Kotler 2016). We do not necessarily disagree with some of his criticisms but rather see them as an opportunity for expanding the discussion of marketing’s role in reducing world poverty. In this response, we revisit and elaborate on Social Marketing for the bottom-of-the-pyramid (BOP) and Distributed Production-Consumption view presented in the original article. These new marketing models – focused on distributing economic opportunity, income and standards of life to local communities – can substantially displace the giant centralized …