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Ingraining Product-Relevant Social Good into Business Processes in Subsistence Marketplaces: The Sustainable Market Orientation

University of Illinois at Urbana-Champaign

^* To whom correspondence should be addressed. E-mail: mviswana{at}uiuc.edu.

	Abstract

This article uses insights gained from the unique context of subsistence marketplaces, or the base of the pyramid, to put forth a sustainable market orientation for businesses. Using qualitative research and case studies of businesses, ingraining social good in a product-relevant sense is argued to be central and essential for businesses in subsistence contexts to be successful. This analysis is unique in taking a bottom-up in orientation and begins at the microlevel, drawing on psychological and sociological aspects of subsistence marketplaces to derive macrolevel implications.

First published on September 3, 2009
Journal of Macromarketing 2009, doi:10.1177/0276146709345620


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