Markets and Marketing Research on Poverty and its Alleviation: Summarizing an evolving Logic toward Human Capabilities, Well-being Goals, and Transformation

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2017-05-15

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SAGE Publications (UK and US)

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Article

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1470-5931

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Sridharan S, Barrington DJ, Saunders SJ, Markets and Marketing Research on Poverty and its Alleviation: Summarizing an evolving Logic toward Human Capabilities, Well-being Goals, and Transformation, Marketing Theory, Vol. 17, Issue 3, September 2017, pp. 323-340

Abstract

Marketing practitioners and business scholars now view some of the world’s poorest communities as profitable growth markets. Hence a market-based approach to poverty alleviation has gathered momentum. This article traces the evolution of such a market-based approach over four decades and highlights a gradual trend away from a deficit-reduction approach (focused on constraints and justice) towards an opportunity-expansion approach (focused on capabilities and well-being). This trend is summarized in an analytical framework of human capabilities, well-being goals and transformative impact evolved from the literature. The framework is then used to analyse the practice of sanitation marketing, which has emerged as a key method in one of the highest priority domains in international development discourse – sanitation. The article concludes with a discussion of how contemporary work can further take forward the key tenets of the framework and guide the development of ‘good markets’ for the poor.

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Github

Keywords

BoP, capability approach, market-based poverty alleviation, sanitation marketing, subsistence, well-being

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©2017 The Authors. Published by SAGE. This is the author accepted manuscript. The final publication is available online at SAGE at http://online.sagepub.com/ Please refer to any applicable publisher terms of use.

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