TY - JOUR
T1 - Ingraining product-relevant social good into business processes in subsistence marketplaces
T2 - The sustainable market orientation
AU - Viswanathan, Madhubalan
AU - Seth, Anju
AU - Gau, Roland
AU - Chaturvedi, Avinish
PY - 2009/12
Y1 - 2009/12
N2 - This article uses insights gained from the unique context of subsistence marketplaces, or the base of the pyramid, to put forth a sustainable market orientation for businesses. Using qualitative research and case studies of businesses, ingraining social good in a product-relevant sense is argued to be central and essential for businesses in subsistence contexts to be successful. This analysis is unique in taking a bottom-up in orientation and begins at the microlevel, drawing on.
AB - This article uses insights gained from the unique context of subsistence marketplaces, or the base of the pyramid, to put forth a sustainable market orientation for businesses. Using qualitative research and case studies of businesses, ingraining social good in a product-relevant sense is argued to be central and essential for businesses in subsistence contexts to be successful. This analysis is unique in taking a bottom-up in orientation and begins at the microlevel, drawing on.
KW - Base of the pyramid
KW - Literacy
KW - Poverty
KW - Subsistence marketplaces
KW - Sustainability
UR - http://www.scopus.com/inward/record.url?scp=72149086126&partnerID=8YFLogxK
U2 - 10.1177/0276146709345620
DO - 10.1177/0276146709345620
M3 - Article
AN - SCOPUS:72149086126
SN - 0276-1467
VL - 29
SP - 406
EP - 425
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 4
ER -