Developing Customer Solutions for Subsistence Marketplaces in Emerging Economies: a Bottom–Up 3C (Customer, Community, and Context) Approach

Srinivas Venugopal () and Madhubalan Viswanathan

Customer Needs and Solutions, 2015, vol. 2, issue 4, 325-336

Abstract: This article demonstrates why and how bottom–up understanding and local collaboration can enable outside entities to design context-sensitive solutions in subsistence marketplaces in emerging markets. Using the literature, we argue that external entities need to understand subsistence marketplaces from the bottom–up in terms of customers/consumers, communities, and the larger context. In turn, they should design context-sensitive core solutions that involve a true collaboration with the preexisting entrepreneurial ecosystem. We use a case study where the first author had direct involvement in implementation to abstract generalizable insights and further assess our arguments with two other case studies from a different organizational context. We draw on these insights to derive implications for marketing management in subsistence marketplaces. Copyright Springer Science+Business Media New York 2015

Keywords: Subsistence enterprises; Subsistence enterprises ecosystem; Context sensitivity; Education enterprises (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (8)

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DOI: 10.1007/s40547-015-0050-3

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