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

Simple item page
dc.contributor.authorSridharan, S.
dc.contributor.authorBarrington, Dani J.
dc.contributor.authorSaunders, S. J.
dc.date.accessioned2017-05-17T10:53:15Z
dc.date.available2017-05-17T10:53:15Z
dc.date.issued2017-05-15
dc.description.abstractMarketing 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.en_UK
dc.identifier.citationSridharan 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. 323-340en_UK
dc.identifier.issn1470-5931
dc.identifier.urihttp://dx.doi.org/10.1177/1470593117704281
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/11904
dc.language.isoenen_UK
dc.publisherSAGE Publications (UK and US)en_UK
dc.rights©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.
dc.subjectBoPen_UK
dc.subjectcapability approachen_UK
dc.subjectmarket-based poverty alleviationen_UK
dc.subjectsanitation marketingen_UK
dc.subjectsubsistenceen_UK
dc.subjectwell-beingen_UK
dc.titleMarkets and Marketing Research on Poverty and its Alleviation: Summarizing an evolving Logic toward Human Capabilities, Well-being Goals, and Transformationen_UK
dc.typeArticleen_UK

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Markets_and_marketing_research_on_poverty_and_its_alleviation-2017.pdf
Size:
297.65 KB
Format:
Adobe Portable Document Format
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.79 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Staff publications (SWEE)