This chapter argues for looking into alternative domains, beyond the narrow confines of the base of the pyramid narrative, to develop a comprehensive and meaningful understanding of marginalised consumers and markets. In gaining deep and nuanced understanding of these markets and consumption behaviour, scholar may draw theoretical resources from varied disciplines such as economics, political theory, literary theory, sociology and anthropology. This chapter reviews three such scholarly perspectives on consumption and markets under poverty.
Khare, A. (2018), "Beyond the BoP: A Look into Alternative Domain", Singh, R. (Ed.) Bottom of the Pyramid Marketing: Making, Shaping and Developing BoP Markets (Marketing in Emerging Markets), Emerald Publishing Limited, pp. 77-85. https://doi.org/10.1108/978-1-78714-555-920181005Download as .RIS
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