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The authors look back and forward in terms of challenges and opportunities for marketing, viewed from the vantage point of the subsistence marketplaces stream. The authors discuss how marketing can evolve and expand to address the scale and scope of challenges that lie ahead. By way of challenges, the authors discuss the confluence of uncertainties, such as inherent in the Base of the Pyramid (BoP) contexts, in environmental issues, and in the arena of technological solutions, as well as the confluence of unfamiliarities among managers, students, and researchers. The authors discuss opportunities for marketing through a bottom-up approach and argue for evolving marketing with rapidly changing reality in BoP markets, a harbinger and an innovation laboratory for all contexts.

There is an ongoing debate about the purpose of business and profit maximisation. However, contemporary marketing thinking suggests that pro-social behaviour is a critical aspect of marketing strategy, wherein this type of behaviour leads to marketplace advantage. Amongst the many theories and frameworks (such as, creating shared value and subsistence marketplaces) that re-imagine the purpose of business to include pro-social behaviour, a prominent one is the base of the pyramid (BoP) thesis. This thesis challenges firms to simultaneously alleviate poverty and make a profit by targeting the poorest socioeconomic segment. However, it has encountered robust criticism, with some scholars suggesting a lopsided focus on profits to the detriment of poverty alleviation. Specifically, the criticisms centre on the marketers’ narrow focus on income poverty. In order to overcome these criticisms, as well as to envision a pathway to succeed at the BoP, this chapter makes the case to conceptualise poverty beyond an economic focus of income, assets and wealth to capture beyond economic factors such as equality, justice and freedom. The authors employ Amartya Sen’s capability approach as a starting point to reconceptualise poverty to facilitate marketers to genuinely alleviate poverty whilst making profits at the BoP.

Lindane, a powerful and widely used insecticide is manufactured from hexachlorocyclohexane. One of the many by‐products in the process is X‐factor, a highly potent insecticide, but equally corrosive causing damage to the plant wares. The commonly used metal wares were screened for their resistance to X‐factor attack by scanning electron microscopy. A new technique of quantitative determination of corrosion intensity has been described. The study also revealed the most resistant metal for X‐factor action.

This study aims to explore the lived experience of vendors as they enact street vending practice that emerges as transformative entrepreneurship and service where they live and work.

This research qualitatively explores street vending in a multi-cultural, multi-local study to understand how these businesses operate to positively impact individual, collective and societal well-being.

This research reveals street vending is a creative, transformative entrepreneurial activity that improves individual and collective well-being. The research exposes multiple forms of habitual and transformative value delivered by vendors, resulting in improved eudaimonic and hedonic well-being that ripples out from vendors to families, communities and society.

A framework of street vending practice is provided to guide service designers and policymakers as they seek to support street vendors as they move from informal to formal and from survival to growth business modes.

This research extends existing conceptualizations of transformative entrepreneurship beyond prior focus on economic transformation and prior limitations of transformative entrepreneurship to business in growth modes.

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.

The paper reports two ethnographic studies conducted in low-income farming and slum communities in Uganda and Kenya, respectively. Both studies involved participant observation, interviews, field note-taking and visual methods.

The findings demonstrate that hybrid exchange systems prevail in subsistence contexts, supporting both market and non-market logics simultaneously. Actors remain deeply embedded in their social worlds during exchange, making it problematic to disentangle social relations from market exchanges.

The study suggests implications for international firms interested in forging business partnerships with subsistence actors. It calls for international marketers to surpass the traditional marketing roles and develop competences that enable firms to meaningfully embed in subsistence contexts. Further research could explore how international marketers could develop such competences.

The paper draws from diverse exchange literature to demonstrate how subsistence actors become actively involved in shaping hybrid exchanges that (potentially) incorporate international firms. The study calls for a broader understanding of international marketing, which accounts for the embedded marketing practices entailed in serving subsistence markets. It concludes that categorizing exchanges as either economic or social is problematic as both forms co-evolve to constitute multiple levels of intra-community, local marketplace and extensive hybrid exchanges.

It is an unfortunate truth that hotel industries are sometimes behind the curve when it comes to adopting the latest technology. In the competitive environment of the hotel industry, a sophisticated portfolio of information systems applications and high-quality information technology infrastructure play a key role in hotel performance in the world. The purpose of this research was to explore the impact of Diffusion of Innovation Theory and Technological, Organizational, and Environmental factors and business benefits of cloud computing adoption on the hotel sectors’ competitive capabilities. Previous studies in Asian countries have shown that adoption of cloud computing is significantly beneficial in hotel businesses. Having that this research study sough to explain the impact of cloud computing adoption using security concerns, top management support, cost saving, and competitive pressure relative advantages. The study was conducted among randomly selected 30 star graded hotels in Sri Lanka. Self-administered questionnaires were distributed among managerial and ICT professionals who were capable of making ICT decisions. The results of the data analysis revealed that cloud computing adoption level is still low among star hotels in Sri Lanka and Security Concerns, Top Management Support, Cost Saving, Competitive Pressure, and Relative Advantages are having significant impact on cloud computing adoption in the hotel sector in Sri Lanka.

Purpose: The chapter explains how entrepreneurship can generate either subsistence, destructive, or peace-positive outcomes in the conflict zones of the Middle East and North Africa (MENA) region. Institutional arrangements are examined for how they can advance the latter.

Methodology/approach: Literatures from conflict resolution, development, economics, corporate social responsibility, entrepreneurship, and psychology are drawn on to frame the multiple roles of entrepreneurs in conflict zones, and understand the institutional arrangements that support peace-positive entrepreneurship.

Findings: The chapter indicates that formalization plays a major role in promoting peace-positive entrepreneurship while deterring destructive entrepreneurship. Conflict zone institutional arrangements that reestablish trust, can uphold the rule of law, and incentivize entrepreneurial activity aid in the formalization process. Special attention is paid to the inclusive nature of these activities, with the need to heal religious, tribal, and sectarian divides in the region, and promote the inclusion of all societal actors (namely, minorities and women) to engage in enterprising activities.

Social implications: The chapter outlines the importance for both foreign donors and local actors to understand the determinant role of institutions in conflict zone entrepreneurial ecosystems, promoting the role of institutional reform over and above the micro-level activity currently grabbing attention in the region.

Originality/value of the chapter: The chapter contrasts the singular narrative often presented on the positive role of conflict zone entrepreneurship in the informal sector, offering a paradoxical view on the topic, and arguing for formalization and institutional reform to remain aspirational among researchers and practitioners who commonly accept and promote the role of the informal sector in conflict zones.

Subsistence marketplace can be characterized as a marketplace with widespread cognitive and social vulnerabilities, due to low income and low literacy levels. This may result in retailers exploiting the consumers. The purpose of this research paper is to develop a holistic learning program to impart marketplace intelligence to overcome these vulnerabilities of subsistence consumers.

Using vicious cycle approach, the authors illustrate the self-perpetuating nature of consumer vulnerabilities. The authors argue that retailers behave in an opportunistic manner and exploit the consumers. This further reinforces the vulnerabilities of subsistence consumers resulting in a vicious cycle. The authors draw insights from Sen’s capability approach and propose marketplace intelligence as a potential solution to eradicate consumers’ vulnerabilities. The authors apply Biggs’s 3Ps model to design a learning program to impart two types of marketplace intelligence – marketplace metacognition and marketplace social intelligence.

Based on a review of literature on subsistence marketplace initiatives, persuasive knowledge management and education research, the authors have devised a holistic learning program comprising an integrated learning environment (presage), problem-based approach (process) and assessment strategies for learning outcomes (product).

This study marks a pioneering effort toward liberating subsistence consumers from the vicious cycle of retailers’ exploitation by empowering them with marketplace intelligence. This study’s novelty lies in conceptualizing consumer vulnerabilities in the subsistence marketplace as a self-perpetuating phenomenon and subsequently designing a holistic learning program to impart intelligence toward alleviating these vulnerabilities.

The purpose of this paper is to demonstrate the value of broadening the horizons of social marketing with a transformative approach. Through an investigation focused on the intersections of food, poverty and health, the lived experience of Supplemental Nutrition Assistant Program (SNAP) is identified and described. This depth of insight is useful to achieve research-informed public policy and social marketing efforts.

This ethnographic research design combines shadow shopping and phenomenological interviewing. The research site is an outreach center of a south Texas food bank and the targeted sample are SNAP recipients visiting that outreach center. Audio and visual recordings along with field notes were used to document the process.

The findings are presented as two emergent themes identified as SNAP but no food and SNAP, health and food. These two themes demonstrate the intersections between food, poverty and health and effectively capture some of the complexities within these connections.

An underlying assumption of this study is the context-dependency of the findings. In focusing this research on SNAP recipients visiting an outreach center of a Texas food bank, the findings are limited to this context and this context only. Generalizability is not the goal but rather providing a depth of insight on the lived experience of food, poverty and health for impoverished consumers is the goal.

Practical implications of this paper include implications for policy implications targeting impoverished consumers. More specifically, evidence shows value in investing in SNAP rather than divesting or reducing funding.

This research demonstrates that this outreach center offers the community not only a food hub but also a social hub.

This paper demonstrates the usefulness of adopting a transformative consumer research approach for social marketing. Documentation of the lived experience of SNAP enables research-informed public policy and research-informed social marketing strategies. Broadening the horizons of social marketing with a transformative approach is, therefore, advantageous for impoverished consumers, policymakers and social marketers.

This study aims to uses biosocial gender theory to describe successful entrepreneurial behavior in conflict zones. Specifically, the authors investigate how the reliance on agentic (assertive, individual focused) behavior and communal (facilitative and friendly) behavior lead to differential outcomes depending on the physical gender of the entrepreneur exhibiting the behavior.

The authors developed a conceptual framework based on extant literature. To test the framework, the authors gathered survey data from Iraqi-Kurdish entrepreneurs who have been living in a state of war since the late 1980s and use a novel analytical method to deal with the limitations inherent in gathering survey data in conflict zones. Qualitative data is presented to generate a better understanding of the survey results.

The findings indicate females who are successful in taking on the traditional male role of entrepreneur in conflict zones engage in lower levels of agentic behavior compared to their male counterparts. Successful entrepreneurs (male and female) rely extensively on communal behavior in their ventures. When it comes to community development, male entrepreneurs engaging in agentic behavior, seem to mentor aspiring entrepreneurs more than females. Females relying on communal behavior engage in more mentoring of aspiring entrepreneurs than males.

An understanding of the unique gender dynamics underlying entrepreneurial behavior in conflict zones remains incomplete. The study introduces evidence that gender differences, as well as social factors, combine with the unique characteristics of conflict zones resulting in different behavioral paths to entrepreneurial success. The analytical method introduces some statistical tools to scholars attempting to understand the unique conflict zone context. As such, the study provides guidance for scholars working in this context, as well as NGO’s and other institutions seeking to train entrepreneurs and improve economic conditions in conflict zones.