Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship beyond Literacy and Resource Barriers

Viswanathan, Mahesh; Rosa, José Antônio

doi:10.1016/s1571-5027(07)20001-4

Cited by 103 publications

(151 citation statements)

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“…Second, both the external and the internal uncertainty surrounding the investment is high, because of a typical lack of stability in SMs (Viswanathan and Rosa, 2007), combined with the firm's difficulty to interpret local partners' behaviors (Johnson, 2007;Simanis and Hart, 2008). Finally, the frequency of interactions necessary for a typical SM transaction is very high (Rivera-Santos and Rufín, 2010).…”

Section: Governance Mechanisms In Sm Partnershipsmentioning

confidence: 99%

“…As a consequence, in-kind contributions and gifts can substitute for equity in the role of partnership "hostage". Furthermore, because the lack of specialization is a major characteristic of normative and cognitive institutions, these in-kind contributions and gifts may be unrelated to the purpose of the partnership itself (Cheater, 2003;Mauss, 1990Mauss, (1922; Viswanathan and Rosa, 2007). In the Paraisópolis favela, for instance, AES Eletropaulo replaced 9,588 incandescent bulbs by compact fluorescent bulbs, and 497 old refrigerators by new, energy-efficient ones, free of charge, as a gift to show commitment and as a way to increase its reputation within the community.…”

Section: Insert Figure 1 About Here ---------------------------------mentioning

confidence: 99%

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Bridging the institutional divide: Partnerships in subsistence markets

Rivera‐Santos

Rufín

Kolk

2012

Journal of Business Research

163

147

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Section: Governance Mechanisms In Sm Partnershipsmentioning

confidence: 99%

Section: Insert Figure 1 About Here ---------------------------------mentioning

confidence: 99%

Bridging the institutional divide: Partnerships in subsistence markets

Rivera‐Santos

Rufín

Kolk

2012

Journal of Business Research

163

147

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“…User Illiteracy;; low literacy;; functional illiteracy;; lack of empowerment;; behavioural constraints;; unknown cultural norms (Boeijen & Stappers, 2011a, 2011b; Mays, Racadio, & Gugerty, 2012;; Ramalingam, Scriven, & Foley, 2009;; Schäfer, JaegerErben, & Santos, 2011;; Viswanathan & Rosa, 2007) …”

Section: Constraints Examples Authorsmentioning

confidence: 99%

Introducing systems oriented design for complex societal contexts in design engineering education

2017

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“…The term "subsistence" is used in reference to the impoverished or low-income segment of society (Viswanathan and Rosa, 2007;Viswanathan et al, 2009), and to draw attention to the micro-level, bottom-up approach adopted in exploring poverty settings .…”

Section: Introductionmentioning

confidence: 99%

Framing hybrid exchanges in subsistence contexts

Mwiti

Onyas

2018

IMR

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Purpose The purpose of this paper is to deepen the understanding of subsistence exchange practices and their contribution to international marketing theory and practice. It draws on the notion of embeddedness to examine the hybrid exchange practices unfolding within subsistence communities, and between subsistence communities and (international) firms. Design/methodology/approach The paper reports two ethnographic studies conducted in low-income farming and slum communities in Uganda and Kenya, respectively. Both studies involved participant observation, interviews, field note-taking and visual methods. Findings The findings demonstrate that hybrid exchange systems prevail in subsistence contexts, supporting both market and non-market logics simultaneously. Actors remain deeply embedded in their social worlds during exchange, making it problematic to disentangle social relations from market exchanges. Research limitations/implications The study suggests implications for international firms interested in forging business partnerships with subsistence actors. It calls for international marketers to surpass the traditional marketing roles and develop competences that enable firms to meaningfully embed in subsistence contexts. Further research could explore how international marketers could develop such competences. Originality/value The paper draws from diverse exchange literature to demonstrate how subsistence actors become actively involved in shaping hybrid exchanges that (potentially) incorporate international firms. The study calls for a broader understanding of international marketing, which accounts for the embedded marketing practices entailed in serving subsistence markets. It concludes that categorizing exchanges as either economic or social is problematic as both forms co-evolve to constitute multiple levels of intra-community, local marketplace and extensive hybrid exchanges.

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Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship beyond Literacy and Resource Barriers

Cited by 103 publications

References 1 publication

Bridging the institutional divide: Partnerships in subsistence markets

Bridging the institutional divide: Partnerships in subsistence markets

Introducing systems oriented design for complex societal contexts in design engineering education

Framing hybrid exchanges in subsistence contexts

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