Marketing to subsistence consumers: Lessons from practice

By Kelly L. Weidner, Jose A Rosa, M. Viswanathan. 2010

212 citations recorded by the source corpus.

Subfields: Business and International Management, Marketing

View Paper: https://www.semanticscholar.org/paper/ca3cbd9b89015858f1ce86b83042e02336e311ed

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. Mario Pansera
2. Soumodip Sarkar

In Marketing

1. Cristina Mele
2. J. Pels
3. Mario Pansera
4. Soumodip Sarkar
5. Kaj Storbacka

Citations in the corpus

• Sourcing for the base of the pyramid: Constructing supply chains to address voids in subsistence markets (2015, unknown): “These markets include an estimated 2.7–4 billion people (Karnani, 2007b; Prahalad, 2005), with average daily incomes of $2 or less (Prahalad and Hart, 1999; Viswanathan et al., 2010b; Weidner et al., 2010), and a combined purchasing power of approximately $5 trillion (Hammond et al., 2007).”
• Crafting Sustainable Development Solutions: Frugal Innovations of Grassroots Entrepreneurs (2016, background): “, NGOs, local firms, community based organizations), that are embedded in the local settings and have a better understanding of the local specificities [52–57].”
• A holistic market conceptualization (2015, background): “…looking at how firms can reach the untapped low-income consumer market with their goods and/or services (Hammond et al. 2007; Prahalad 2010; Weidner et al. 2010) have highlighted the absence or dysfunctional role of institutions in the ecosystem (Gradl et al. 2008; McInnes 1964; Simanis…”