| Title: |
What the subsistence marketplaces stream is really about: Beginning with micro-level understanding and being bottom-up. |
| Authors: |
Viswanathan, Madhu1 (AUTHOR) mviswana@illinois.edu |
| Source: |
Journal of Marketing Management. Dec2017, Vol. 33 Issue 17/18, p1570-1584. 15p. |
| Subject Terms: |
*Subsistence economy, *Poverty, *Government policy, *Consumer research, *Economic research, Marketplaces |
| Abstract: |
This commentary reiterates the essence of the subsistence marketplaces stream in light of the focal paper. The subsistence marketplaces stream provides a granular, micro-level understanding of the intersection of poverty and marketplaces. The term ‘subsistence marketplaces’ was deliberately coined to keep the focus on preexisting marketplaces to learn from in order to design solutions for all contexts. Such marketplaces should be studied in their own right, and not as a means to a preconceived end, whether it be for outside companies or government policy and so forth. We study subsistence marketplaces inside-out rather than outside-in – beginning at the micro level and being bottom-up in deriving implications for many sectors of society. We traverse a journey which is in the opposite direction to beginning with ideological lenses, wherein we have developed an ecosystem of research, forums, curricular innovations and community outreach. [ABSTRACT FROM PUBLISHER] |
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| Database: |
Business Source Complete |
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