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, entrepreneurs, and marketplaces to learn from.
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Viswanathan, Madhubalan and Sreekumar, Arun
"Marketing and Poverty Alleviation: Synergizing Research, Education, and Outreach Through the Subsistence Marketplaces Approach,"
Markets, Globalization & Development Review:
4, Article 2.