“…Business scholars have particularly focused on the third type of solutions for poverty alleviation, the market‐based solutions, which are considered more effective and sustainable (eg, Alvarez & Barney, ; Clyde & Karnani, ; McKague & Oliver, ; VanSandt & Sud, ). The common premise of market‐based solutions is that poverty persists when the poor have little support from modern market institutions, and thus, a sustainable poverty alleviation programme should effectively involve the poor in market exchanges (Cooney & Shanks, ; McKague & Oliver, ). Specifically, there are 4 market‐based poverty alleviation models in the literature, based on different roles taken by the poverty population as consumers, producers, employees, and microentrepreneurs (McKague & Oliver, ).…”