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Full-Text Articles in Social and Behavioral Sciences

Marketing And Poverty Alleviation: Synergizing Research, Education, And Outreach Through The Subsistence Marketplaces Approach, Madhubalan Viswanathan, Arun Sreekumar Dec 2017

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, …


How Do Soap Operas Affect The Poor? Experiences Of Turkish Women, Aras Ozgun, Dicle Yurdakul, Deniz Atik Jul 2017

How Do Soap Operas Affect The Poor? Experiences Of Turkish Women, Aras Ozgun, Dicle Yurdakul, Deniz Atik

Markets, Globalization & Development Review

The cultural aspects of poverty remain a relatively understudied subject in marketing and media studies: both fields have been concerned mostly with reaching populations with certain level of purchasing power. This study shows the effects of mass media (specifically the soap opera viewership that constitutes “media exposure”) in the low income context especially for women. Adopting a qualitative approach, also inspired by the New Audience Research in media studies, we conducted 40 in-depth interviews with Turkish women in poverty. Our findings show that identifying themselves with the fictional soap opera characters, women drive emotional fulfillment, at times finding what they …


Adolescent Girls Offered Alternatives To Commercial Sexual Exploitation: A Case Study From The Philippines, Christopher A. Bagley, Susan Madrid, Padam Simkhada, Kathleen King, Loretta Young Jun 2017

Adolescent Girls Offered Alternatives To Commercial Sexual Exploitation: A Case Study From The Philippines, Christopher A. Bagley, Susan Madrid, Padam Simkhada, Kathleen King, Loretta Young

Dignity: A Journal of Analysis of Exploitation and Violence

Background: Up to 2% of adolescents and young women are subjected to commercial sexual exploitation (CSE) in the Philippines, an economically poor country that earns considerable revenue from “sex tourists.” Earlier research, in the 1990s in Metro Manila, described the living conditions of adolescents whose CSE was influenced by family poverty, their so-called “sex work” becoming a major source of income for families left behind in rural and provincial areas of Luzon. Recent research (up to 2014) indicates that conditions for adolescents experiencing CSE have, if anything, worsened.

Methods: Following the original study, the researchers were able to offer scholarships …


Extending The Marketing Dialog On Poverty, Ravi S. Achrol, Philip Kotler May 2017

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 …