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Organizational development and change may be initiated from two different starting points. A diagnostic approach begins with an examination of problems to assess and correct dysfunction. In contrast, the Appreciative Inquiry approach begins by identifying an organization’s strengths as resources for change. An experimental study was conducted to compare the processes and outcomes that arise during the first phase of each approach. Results show that both approaches lead to different but favorable and complementary outcomes. Both participant gender and the gender construction of the dyads in which individuals participated moderate these effects in unexpected ways. The implications for understanding the processes by which both methods work, and the potential for combining them, are discussed

In August 2006, 85 academicians and practitioners from industry and the nonprofit sector came together on the campus of the University of Illinois at Chicago for a conference unlike others in recent management research history. This conference focused on the subsistence marketplace and its constituents – the billions of individuals and families living in substandard housing, with limited or no education; having limited or no access to sanitation, potable water, and health care; and earning minimal incomes. Subsistence consumers and entrepreneurs have been largely ignored by contemporary marketing and management research and practice, but are poised to become a driving force in 21st century economic and business development. It is expected that as many as 1 billion new consumers wielding discretionary income will enter global markets before 2020. In addition, even among those consumers who lack discretionary income, it is expected that they will be much more active in the marketplace in the near future, because of expanded access to products and information through the Internet and wireless technologies (Davis & Stephenson, 2006). Moreover, the combined purchasing power of these consumers, already in the trillions of dollars, is likely to grow at higher rates than that of consumers in industrialized economies. These factors come together to suggest that consumer markets will need to adjust radically to the needs and demands of these emerging markets over the next 2 to 3 decades, even though companies and scholars across the business disciplines know very little about subsistence consumers. It was this need for knowledge about subsistence marketplaces that inspired the conference and the research presented here.

In my forty years of academic research, I have seen the scope of consumer behavior expanded in many directions, both theoretical and practical. One direction has been a dramatic growth beyond behavioral responses to marketing efforts and simple decision making to include the understanding of how consumers process and internalize information and respond to market stimuli at both conscious and subconscious levels.

We are grateful for the privilege of editing this book and organizing the conference that it celebrates. We thank our universities, departments, and organizations for their generous support, the many people who helped organize the conference, and the reviewers acknowledged below. Most of all, we thank our presenters, participants, and authors for their interest and energy.

Billions of people around the world live in subsistence conditions. While this has traditionally been treated as a humanitarian challenge, it also represents a business opportunity. Academic research has yet to explore this notion adequately, particularly from the perspective of marketing. In this chapter, we draw on social capital theory to show how rich social ties in otherwise poor populations constitute assets that can be leveraged for the benefit of firms and consumers alike. Building on these ideas, we contend that a decentralized and externalized marketing structure should be more effective in subsistence contexts. Implications for research and practice are discussed.

A significant share of U.S. subsistence consumers is both poor and functionally low-literate. A key question that marketers and public policy makers must ask is how vulnerable these consumers are to the persuasiveness of marketing communications. We address this question by identifying who subsistence consumers in the United States are likely to be, exploring what it means to be vulnerable, with an emphasis on cognitive vulnerability; examining two theoretical frameworks for analyzing subsistence consumer vulnerability (elaboration likelihood model and persuasion knowledge model); and offering several propositions incorporating the select cognitive constructs of self-esteem, locus of control, and powerlessness.

Adoption of innovations by the people of a nation typically contributes to its economic development. Cultural resistance to new products and technologies sometimes hinders widespread adoption. The resulting tension may result in a number of outcomes within a society. This paper uses behavioral theory in organizations and the economic development literature to explore ways in which local cultures in subsistence economies negotiate the adoption of innovations. Propensity to adopt innovations and resistance to cultural change are two dimensions that are proposed to impact the strategies that societies use to balance the competing interests of economic development and cultural integrity. Secondary data are used to explore the general relationship between various types of IT investment and economic development across a variety of nations, and a taxonomy is offered as a framework for future research.

This paper argues that corporate efforts to serve subsistence economies must be integrated rather than disparate. Focusing on the efforts of Unilever's Indian subsidiary, the paper draws out four key lessons for businesses in low-income regions – availability, branding, convergence, and development. Four Unilever case studies are used to demonstrate how Unilever built on existing strengths, integrating diverse interventions to create Shakti, a unique pro-poor business model. The paper then analyzes the impact of the business intervention on the poor, calling for a wider convergence and cooperation between the private and the development sectors.

Microcredit programs, which provide unsecured credit to individuals or groups, have often been viewed within the development field as a panacea for empowering women in developing countries and improving their families’ socioeconomic status. Some of these programs, such as the Grameen Bank in Bangladesh, have made great strides toward improving the living conditions for the poorest of the poor. However, the beneficial outcomes of many of these programs to participants, and especially women, are often constrained by local cultural values/traditions and the imposition of masculine business models derived from the developed world's conceptualization of capitalism.

In this paper, we explore some of the root causes of the inability of many microcredit programs to deliver on their expected benefits, specifically to women borrowers in developing countries. We focus on universal shortcomings of microcredit programs that impede the success of all borrowers and on gender-specific shortcomings that negatively impact women borrowers. We highlight these shortcomings with the use of examples from our own experiences with microcredit programs in developing countries. Based on our critique, the final section of the paper presents five key recommendations for improving the structure and delivery of microcredit programs targeted at women in developing countries that recognize their unique needs and opportunities.