From Subsistence Marketplaces Up, from General Macromarketing Theories Down: Bringing Marketing’s Contribution to Development into the Theoretical Midrange

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17 Citations (Scopus)

Abstract

Marketing researchers have recently begun exploring the specific context of subsistence marketplaces in developing and emerging economies using a bottom-up approach. Such literature offers an increasing number of conceptual frameworks and theoretical approaches derived from or inspired by a sound understanding of the real-life contexts of subsistence marketplaces. This article draws attention to a complementary top-down approach that begins from basic thinking on marketing’s contribution to development and, through midrange theories, eventually connects with bottom-up insights into subsistence marketplaces. The top-down approach helps create a unique theoretical midrange for development-oriented research in marketing that is complementary to other disciplines in the development debate. A bottom-up and top-down shaped theoretical midrange promises transformative interventions that can attend to the specific context at hand, while connecting with basic marketing principles on development.
Original languageEnglish
Pages (from-to)199-212
JournalJournal of Macromarketing
Volume34
Issue number2
DOIs
Publication statusPublished - 2014

Keywords

  • service-dominant logic
  • public-policy
  • organizational culture
  • economic-development
  • product innovation
  • emerging markets
  • orientation
  • performance
  • systems
  • impact

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