Bottom-up design of field research on subsistence entrepreneurship: concretizing, localizing and socializing research methods

Madhubalan Viswanathan

Chapter 5 in Handbook of Research on Base of the Pyramid Entrepreneurship, 2026, pp 84-94 from Edward Elgar Publishing

Abstract: This chapter explores the methodological challenges and insights derived from conducting bottom-up research on subsistence entrepreneurship. It emphasizes the importance of understanding the complex realities of low-literate, low-income individuals and the necessity of immersing in their contexts to develop meaningful research methods. The chapter discusses the interplay between research, education, and practice, highlighting the need for empathetic, human-centered approaches. It presents various qualitative and quantitative methods used in studying subsistence entrepreneurs, including in-depth interviews, observations, and randomized controlled trials. The chapter also underscores the significance of virtual and field immersion experiences in capturing the nuanced dynamics of subsistence marketplaces. By adopting a bottom-up approach, the research aims to enrich existing theories and enhance social impact, ultimately contributing to a deeper understanding of entrepreneurship in resource-constrained settings.

Keywords: BOP Entrepreneurship; Subsistence Marketplaces; Research Methods; Concretizing; Localizing; Socializing (search for similar items in EconPapers)
Date: 2026
ISBN: 9781802202137
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