Marketing in Subsistence Markets: Innovation through Decentralization and Externalization

Robin Ritchie, Srinivas Sridharan

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

11 Citations (Scopus)


Billions of people around the world live in subsistence conditions. While this has traditionally been treated as a humanitarian challenge, it also represents a business opportunity. Academic research has yet to explore this notion adequately, particularly from the perspective of marketing. In this chapter, we draw on social capital theory to show how rich social ties in otherwise poor populations constitute assets that can be leveraged for the benefit of firms and consumers alike. Building on these ideas, we contend that a decentralized and externalized marketing structure should be more effective in subsistence contexts. Implications for research and practice are discussed.

Original languageEnglish
Title of host publicationAdvances in International Management
Subtitle of host publicationProduct and Market Development for Subsistence Marketplaces
Number of pages20
ISBN (Print)076231396X, 9780762313969
Publication statusPublished - 24 May 2007

Publication series

NameAdvances in International Management
ISSN (Print)1571-5027

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