Markets and marketing at the bottom of the pyramid

Abstract

Marketing Theory 13(3) 405-407 ª The Author(s) 2013 Reprints and permission: sagepub.co.uk/journalsPermissions.nav

Managing to make market agencements: The temporally bound elements of stigma in favelas

“…Government agents, indexes, technological devices, laws, consumers, entrepreneurs, and ideas (including attitudes and beliefs) interact through entangled practices to perform markets. From this performative perspective, market devices such as market rules and conventions, scientific and market knowledge (and its representation) and other technical and epistemic objects, are understood as helping actors work out or calculate the value of their actions and so mediate how markets are performed (Callon & Muniesa, 2005;Mason, Chakrabarti & Singh, 2017). Kjellberg, Azimot & Reid (2015) argue that marketing is the ongoing process of stabilising and altering norms and rules, market devices and technical infrastructures, disseminating images, models and representations and enacting practices, routines and habits.…”

“…By making something into a concern to a group, a collective can be mobilised to address it (Chakrabarti & Mason, 2014). As Cochoy (2014) puts it, this is to question what markets are and what they do, enabling a move to what they should be, should do and how they could be shaped to do it (Mason, Chakrabarti & Singh, 2017).…”

Business models to serve low-income consumers in emerging markets

“…Olsen and Boxenbaum, 2009), supporting the call for further research (e.g. Mason et al, 2013b). Vachani and Smith (2008) expressed concern that, 'Unfortunately, inadequate attention has been given to the specific strategies and business models for effectively engaging the bottom of the pyramid' (p. 52).…”

Envisioning a community‐centric approach to impact assessments in subsistence marketplaces

“…However, the researchers “flew in‐and‐out” of the community to gather data, with no accountability for the long‐term well‐being of the community. Such violations are immensely problematic because they accentuate the vulnerabilities of communities that are disadvantaged and impoverished to begin with (Hill and Rapp, 2009; Mason et al ., 2017). Cognizant of this all‐too‐common pitfall, researchers have begun to put forward modes of academic engagement in subsistence marketplaces that place community well‐being front and center in their efforts, without abandoning the academic rigor demanded by their disciplines (Viswanathan, 2012; Mai et al ., 2014; Blocker and Barrios, 2015; Viswanathan and Venugopal, 2015; Corus et al ., 2016; Davis et al ., 2016; Mason and Chakrabarti, 2017; Sridharan et al ., 2017; Mwiti and Onyas, 2018; Steinfield and Holt, 2019).…”