Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/27321
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dc.contributor.authorViswanathan, Madhu
dc.contributor.authorSreekumar, Arun
dc.contributor.authorSridharan, Srinivas
dc.contributor.authorSinha, Gaurav R.
dc.date.accessioned2024-05-03T10:49:25Z
dc.date.available2024-05-03T10:49:25Z
dc.date.issued2024-04-17
dc.identifier.issn1552-7824
dc.identifier.urihttp://hdl.handle.net/11718/27321
dc.description.abstractWe present a bottom-up marketing approach as a pathway to addressing the grand challenge of poverty and inequality for the marketing discipline. We derive this approach from the research stream on radically diferent contexts of subsist ence marketplaces. Research on subsistence marketplaces has typically explored micro-level phenomena but also traversed upward and explained aggregate phenomena at higher levels. We present a conceptual framework to encapsulate general and granular elements of the bottom-up marketing approach. Study 1 demonstrates general elements of the framework through a retrospective examination of the global difusion of a marketplace literacy program. Study 2 demonstrates the more granular elements of the framework through a qualitative analysis of fve case studies of social enterprise start-ups. Though presenting a complementary counter-perspective to conventional thinking, we embed the process of interweaving the bottom-up with the macro level to present an actionable approach. We conclude with insights for marketing research and practice.en_US
dc.language.isoen_USen_US
dc.publisherSpringeren_US
dc.relation.ispartofJournal of the Academy of Marketing Scienceen_US
dc.subjectSubsistence marketplacesen_US
dc.subjectMarketplace literacyen_US
dc.subjectBottom-up marketing approachen_US
dc.titleAddressing grand challenges through the bottom-up marketing approach: Lessons from subsistence marketplaces and marketplace literacyen_US
Appears in Collections:Open Access Journal Articles

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