Despite the success of recent poverty alleviation efforts, millions remain entrapped by abject poverty. While many of these efforts have resulted in vastly improved lives for individuals and their close relations, the benefits for the community, as a whole, are less clear. This research draws on Resource-Advantage Theory to investigate the potential of community-based initiatives as a route to poverty alleviation in subsistence marketplaces. In particular, the viability of a collaborative, community-based solution is demonstrated through a case study detailing the outcome of reforestation measures in Mexico and Haiti. The findings suggest that the success of community-based initiatives in poverty alleviation efforts is predicated on combining market-oriented goals and a communal philosophy.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Previous research on global marketing has typically focussed on marketing strategies across national markets. Yet, the cross-national mobility of individuals has increased heterogeneity within country markets. The purpose of this study is to examine how immigrant consumers perceive advertising appeals in the context of the consumer acculturation process. Specifically, our study focusses on the reactions of Mexican, American, and Mexican-American consumers to puffery-laden advertisements. Design/methodology/approach -Using two-factor theory as our theoretical prism, the study offers salient hypotheses regarding consumer perceptions of puffery-laden advertising appeals, which are then tested in a cross-national experiment in the USA and Mexico. Findings -The results show that Mexican consumers are more susceptible to puffery-laden claims than Americans. In contrast, American consumers are more susceptible to advertising that does not contain puffery-laden claims than their Mexican counterparts. Interestingly, the findings also reveal that Mexican immigrants are highly susceptible to both, puffery-laden and no puffery appeals. The mixed results show that recent Mexican immigrants struggle as they transition to the dominant American consumer culture. First and second generations of Mexican-Americans, however, react to puffery-laden advertisements just as typical American consumers. Practical implications -The paper discusses relevant implications not only for the study of puffery and acculturation of immigrant minority groups, but also for companies engaged in global advertising campaigns in countries with diverse immigrant communities. Originality/value -The paper offers a worthwhile and unique examination of consumer acculturation in an international cross-cultural setting and puts forward interesting insights regarding the application of international advertising strategies.