Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing

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Marketing to subsistence consumers: Lessons from practice (2010, background): “Participating in these markets requires understanding the intricacies of both the formal and informal economies, and the ins and outs of relationships grounded in social rather than legal contracts (London and Hart, 2004; Viswanathan et al., 2009).”
Sourcing for the base of the pyramid: Constructing supply chains to address voids in subsistence markets (2015, unknown): “As a consequence, the skill base available to firms is extremely limited, often to the point of illiteracy (Viswanathan et al., 2009), thereby significantly constraining business growth.”
Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems (2014, background): “Because SEs and their clients both live in poverty and share the experience of adversity, the level of empathy is inordinately high (Viswanathan et al. 2009).”
Understanding poverty and promoting poverty alleviation through transformative consumer research (2013, background): “Marketplacespecific social capital, which is an asset, can engender marketplace literacy, a capability that in turn expands the ability of poor consumers to shape local markets artfully and inventively (Viswanathan et al., 2009).”