2018
DOI: 10.1108/imr-08-2016-0162
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Framing hybrid exchanges in subsistence contexts

Abstract: Purpose The purpose of this paper is to deepen the understanding of subsistence exchange practices and their contribution to international marketing theory and practice. It draws on the notion of embeddedness to examine the hybrid exchange practices unfolding within subsistence communities, and between subsistence communities and (international) firms. Design/methodology/approach The paper reports two ethnographic studies conducted in low-income farming and slum communities in Uganda and Kenya, respectively.… Show more

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Cited by 8 publications
(5 citation statements)
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References 63 publications
(165 reference statements)
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“…Another interesting article is Mwiti and Onyas (2018) that explores the notion of hybrid exchanges in subsistence consumption context in Sub-Saharan Africa. The authors utilize ethnographic approaches to examine subsistence consumption exchange practices in Uganda and Kenya, two major East African markets.…”
Section: Overview Of the Special Issue Articlesmentioning
confidence: 99%
“…Another interesting article is Mwiti and Onyas (2018) that explores the notion of hybrid exchanges in subsistence consumption context in Sub-Saharan Africa. The authors utilize ethnographic approaches to examine subsistence consumption exchange practices in Uganda and Kenya, two major East African markets.…”
Section: Overview Of the Special Issue Articlesmentioning
confidence: 99%
“…Our article underscores the importance of placing the environment at the foreground of research phenomena (Kennedy, McGouran, and Kemper 2020). While the interdependence of the social system and the market system is well established within subsistence marketplaces research (Mwiti and Onyas 2018; Viswanathan et al 2014 b ), we add to that stream of literature by illuminating the interaction of the social and market systems with the environmental system. There is much to be gained by understanding the environment's role as equal to that of the economic and social instead of being a trade-off (Daly and Townsend 1993; Kennedy, McGouran, and Kemper 2020).…”
Section: Discussionmentioning
confidence: 98%
“…As Participant 13 stated, “to be successful in Africa you have to tap into the mindset of people and that is one where the community is more important than the individual.” Participants also stated that relationships with customers, distributors and community members were prioritized when expanding into Africa. As Participant 18 stated, “relationships in Africa, almost at a personal level, are probably your biggest currency.” For example, Mwiti and Onyas (2018, p. 613) demonstrate the role of communities as market actors and the role they play in reconfiguring practices, norms and resources. They show how this creates new opportunities in terms of market exchange through inclusive networks.…”
Section: Findings and Discussionmentioning
confidence: 99%