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Book part
Publication date: 3 December 2018

Madhu Viswanathan, Arun Sreekumar and Roland Gau

The authors look back and forward in terms of challenges and opportunities for marketing, viewed from the vantage point of the subsistence marketplaces stream. The authors discuss…

Abstract

The authors look back and forward in terms of challenges and opportunities for marketing, viewed from the vantage point of the subsistence marketplaces stream. The authors discuss how marketing can evolve and expand to address the scale and scope of challenges that lie ahead. By way of challenges, the authors discuss the confluence of uncertainties, such as inherent in the Base of the Pyramid (BoP) contexts, in environmental issues, and in the arena of technological solutions, as well as the confluence of unfamiliarities among managers, students, and researchers. The authors discuss opportunities for marketing through a bottom-up approach and argue for evolving marketing with rapidly changing reality in BoP markets, a harbinger and an innovation laboratory for all contexts.

Details

Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets
Type: Book
ISBN: 978-1-78714-556-6

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Book part
Publication date: 24 June 2024

Madhu Viswanathan, Lucy Joy Chase and Maria Jones

Vulnerabilities in subsistence marketplaces arise from the multifaceted deprivation that characterizes poverty. Associated with low income is low literacy, leading to…

Abstract

Vulnerabilities in subsistence marketplaces arise from the multifaceted deprivation that characterizes poverty. Associated with low income is low literacy, leading to vulnerabilities in terms of thinking, feeling, and coping. We review literature on vulnerability and on subsistence marketplaces, bringing out the confluence of vulnerabilities consumers in these contexts face. We also describe marketplace literacy, a way of addressing vulnerabilities and developing capabilities. We provide a case study of women in agriculture and conclude with a discussion of implications for research, education, and practice.

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Book part
Publication date: 12 September 2022

Madhu Viswanathan

This chapter draws from an understanding of measurement error to address practical issues that arise in measurement and research design in the day-to-day conduct of research. The…

Abstract

This chapter draws from an understanding of measurement error to address practical issues that arise in measurement and research design in the day-to-day conduct of research. The topics include constructs and measurement error, the measure development process, and the indicators of measurement error. The discussion covers types of measurement error, types of measures, and common scenarios in conducting research, linking measurement to research design.

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Article
Publication date: 14 September 2010

Madhu Viswanathan, Carlos Torelli, Sukki Yoon and Hila Riemer

This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish…

1382

Abstract

Purpose

This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish out of water due to language difficulties and unfamiliarity with the marketplace.

Design/methodology/approach

Using qualitative interviews of 31 informants and shopping observations of a small subset, the authors examined cognitive predilections, decision making, emotional trade‐offs, and coping strategies of ESL consumers.

Findings

The findings relate to cognitive predilections, decision making and emotional trade‐offs, and coping strategies of ESL consumers.

Originality/value

The authors analyze ESL consumers from a situational literacy perspective, viewing the situations faced by ESL consumers in terms of functional literacy skills. The findings provide a variety of new insights, and have important theoretical and practical implications for theory and practice.

Details

Journal of Consumer Marketing, vol. 27 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 31 October 2008

Srinivas Sridharan and Madhu Viswanathan

The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in…

3975

Abstract

Purpose

The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in subsistence marketplaces.

Design/methodology/approach

The paper draws from a research program comprising qualitative methods as well as case study analyses. The central aspect of the approach to this topic is that it is a bottom‐up perspective grounded in understanding consumers. The theoretical scope of the paper includes consumption, entrepreneurship, and social capital in impoverished environments.

Findings

The authors' key finding is that businesses must follow three principles for consumer marketing – deep understanding of subsistence consumer psychology, social embeddedness, and entrepreneurial empowerment.

Research limitations/implications

This research has implications for theoretical and empirical advancement in the areas of structuring marketing activities, social embeddedness of marketing, and consumer policy.

Practical implications

This research has implications for several aspects of consumer marketing strategy. The authors categorize these under the following: marketplace research, marketplace solutions, value propositions, communications, partnerships, harnessing social capital, designing marketing structure, and evolving the marketing mindset.

Originality/value

This paper suggests that consumption and entrepreneurial productivity are inextricably linked in subsistence contexts with important implications for consumer marketing. The paper has value to BOP researchers and BOP business practitioners wishing to take a nuanced view to understand their markets and serve them better.

Details

Journal of Consumer Marketing, vol. 25 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 7 June 2022

Jane E. Machin, Teri Brister, Robert M. Bossarte, Jenna Drenten, Ronald Paul Hill, Deborah L. Holland, Maria Martik, Mark Mulder, Maria Martik, Madhubalan Viswanathan, Marie A. Yeh, Ann M. Mirabito, Justine Rapp Farrell, Elizabeth Crosby and Natalie Ross Adkins

The purpose of this paper is to inspire research at the intersection of marketing and mental health. Marketing academics have much to offer – and much to learn from – research on…

1036

Abstract

Purpose

The purpose of this paper is to inspire research at the intersection of marketing and mental health. Marketing academics have much to offer – and much to learn from – research on consumer mental health. However, the context, terminology and setting may prove intimidating to marketing scholars unfamiliar with this vulnerable population. Here, experienced researchers offer guidance for conducting compelling research that not only applies marketing frameworks to the mental health industry but also uses this unique context to deepen our understanding of all consumers.

Design/methodology/approach

Common concerns about conducting marketing research in the area of mental health were circulated to researchers experienced working with vulnerable populations. Their thoughtful responses are reported here, organized around the research cycle.

Findings

Academics and practitioners offer insights into developing compelling research questions at the intersection of marketing and mental health, strategies to identify relevant populations to research and guidance for safe and ethical research design, conduct and publication.

Originality/value

To the best of the authors’ knowledge, this is the first instructional paper to provide practical advice to begin and maintain a successful research agenda at the intersection of mental health and marketing.

Details

Journal of Consumer Marketing, vol. 39 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

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Book part
Publication date: 3 August 2007

Jagdish N. Sheth and Charles H. Kellstadt

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…

Abstract

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.

Details

Product and Market Development for Subsistence Marketplaces
Type: Book
ISBN: 978-1-84950-477-5

Available. Open Access. Open Access
Article
Publication date: 5 April 2021

Vitor Koki da Costa Nogami and Andres Rodriguez Veloso

The purpose of this paper is to explore the different concepts of innovation in the subsistence marketplace from top-down and bottom-up approaches. This study analyzes the…

2191

Abstract

Purpose

The purpose of this paper is to explore the different concepts of innovation in the subsistence marketplace from top-down and bottom-up approaches. This study analyzes the literature on the theme and identified research gaps by constructing a framework based on approaches and innovation concepts, which can guide future research efforts. Additionally, this paper presents two case studies, which can improve the way innovation is developed and diffused in the subsistence marketplace.

Design/methodology/approach

Through a literature review, this study develops a framework by analyzing innovation concepts in the subsistence marketplace (i.e. base of the pyramid innovation, disruptive innovation, frugal innovation, reverse innovation and inclusive innovation) in light of subsistence marketplace approaches (top-down and bottom-up).

Findings

The analysis showed critical research gaps, especially a lack of studies involving disruptive and frugal innovations from a bottom-up approach. This paper also concludes that the top-down approach is more common than the bottom-up one. To fill these gaps, this study presents two business plans by illustrating disruptive innovation vs bottom-up approach and frugal innovation vs bottom-up approach.

Originality/value

The use of real business plans to illustrate proposals having an actual impact on subsistence marketplace regions sheds light on how to address these challenges. By doing so, this paper intends to fill the theoretical gap in disruptive and frugal innovations within a bottom-up approach to promote the development and diffusion of different types of innovation in the subsistence marketplace, and thus provide solutions to alleviate poverty.

Details

Innovation & Management Review, vol. 18 no. 1
Type: Research Article
ISSN: 2515-8961

Keywords

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Article
Publication date: 26 September 2024

Ronald Paul Hill

The purpose of this paper is to present an alternative perspective to the article on consumer vulnerability recently published in this journal by Russell-Bennett et al. (2024).

162

Abstract

Purpose

The purpose of this paper is to present an alternative perspective to the article on consumer vulnerability recently published in this journal by Russell-Bennett et al. (2024).

Design/methodology/approach

The approach is collegial but firm in its analysis of their discussion about how vulnerable consumers feel and react, as offered without appropriate review and details from previous research.

Findings

The perspective given by the authors is found to lack sufficient substance and foundation in the consumer vulnerability literature across several leading journals in the field. Alternative interpretations are presented and articulated.

Originality/value

All ideas expressed as a counter to their arguments come from decades of experiences working with vulnerable peoples across multiple contexts and communities.

Details

Journal of Services Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Available. Content available
Book part
Publication date: 15 July 2009

Abstract

Details

Managing, Subsidiary Dynamics: Headquarters Role, Capability Development, and China Strategy
Type: Book
ISBN: 978-1-84855-667-6

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