Challenges in Marketing Socially Useful Goods to the Poor

By Bernard Garrette, Aneel G. Karnani. 2010

139 citations recorded by the source corpus.

Subfields: Business and International Management, Economics and Econometrics

View Paper: https://www.semanticscholar.org/paper/06adaed1b11550dfdeffc8f733aed8d49a9419dd

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Business and International Management

1. Danielle A. Chmielewski
2. Krzysztof Dembek
3. N. Sivasubramaniam
4. J. Sheth

In Economics and Econometrics

1. Danielle A. Chmielewski
2. Krzysztof Dembek
3. N. Sivasubramaniam
4. J. Sheth

Citations in the corpus

• Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices (2011, background): “…the base-ofthe-pyramid market can be very profitable for traditional products and services if business can innovate on affordability and accessibility to the vast untapped markets, especially in the rural areas (Anderson, Markides, and Kupp 2010; Cachani and Smith 2008; Garrett and Karnani 2010).”
• A Systematic Review of the Bottom/Base of the Pyramid Literature: Cumulative Evidence and Future Directions (2020, background): “Further, there was concern that the BoP 1.0 approach displaced local producers as Western-oriented organizations pushed to expand their businesses into these developing countries (Garrette and Karnani 2010; Newell 2008).”