Abstract The United Nations definition of the poor based on the 2 U$D/day income hides other form... more Abstract The United Nations definition of the poor based on the 2 U$D/day income hides other forms of poverty. The sociological literature has argued the multidimensional nature of poverty and, within management and marketing, the macromarketing and bottom/base of the pyramid literature have suggested the need to look beyond income. From this broader perspective we will argue that poverty affects a larger section of the population that we normally do not account for. These are the invisible poor border lower income middle class consumers. This implies that there is high heterogeneity among the poor and calls for a categorization. In this paper we make two contributions to the extant literature. First, we provide a novel classification; we identify a set of geographical-social-economic dimensions that explain this variability. Second, by adopting the “4A’s” framework, we help managers to make a distinction between the different type of poor with regards to their level of awareness, acceptability, accessibility and affordability, for different value propositions.
Multinational corporations addressing low-income consumers in emerging markets face the challenge... more Multinational corporations addressing low-income consumers in emerging markets face the challenge of designing business models that provide truly beneficial products and services to the poor. Examples of successful cases are scarce, while the literature review provides little help. Guidelines range from a minimum shift from conventional marketing thinking and practice to radically new approaches involving a wide diversity of non-market actors in a variety of settlements. A classification to help researchers and practitioners is needed. The article contributes to the literature on business models to serve low-income consumers in emerging markets by proposing conceptual framework, a 2 × 2 matrix. One axis reflects different perceptions of the low-income consumer’s conditions (opportunity/constraint), and the other axis reflects the diverse approaches to developing business models (bottom-up/top-down). The four resulting cells become the article’s suggested alternative business models....
Part 1 Marketing in ancient, medieval and early modern times: the origins of marketing - evidence... more Part 1 Marketing in ancient, medieval and early modern times: the origins of marketing - evidence from Classical and early Hellenistic Greece (500-300 BC), Terence Nevett and Lisa Nevett a day's shopping in 13th-century Paris, Donald F. Dixon scholastic marketing thought in Spain - the school of Salamanca, Sigfredo A. Hernandez. Part 2 Modern marketing thought: the utility of the four utilities concept, Eric H. Shaw biography and the history of marketing thought, Henry Charles Taylor et al the adoption of statistical methods in market research - the early-20th century, Richard Germain the development of spatial theory in retailing - its contributions to marketing thought and marketing science, Barry J. Babin et al. Part 3 Marketing practice and consumer behaviour: promotions - games people (and governments) play, Steven W. Kopp and Charles R. Taylor data sources for American consumption history - an introduction, analysis and application, Terrence H. Witowski the decade of the F...
... this book may be reproduced in any form without written permission from the publisher, ME Sha... more ... this book may be reproduced in any form without written permission from the publisher, ME Sharpe, Inc., 80 Business Park Drive, Armonk ... The Marketing-IT Paradox: Interactions from the Customer's Perspective Pierre Berthon and Joby John 191 PART 5. MARKETING AND ITS ...
Abstract The United Nations definition of the poor based on the 2 U$D/day income hides other form... more Abstract The United Nations definition of the poor based on the 2 U$D/day income hides other forms of poverty. The sociological literature has argued the multidimensional nature of poverty and, within management and marketing, the macromarketing and bottom/base of the pyramid literature have suggested the need to look beyond income. From this broader perspective we will argue that poverty affects a larger section of the population that we normally do not account for. These are the invisible poor border lower income middle class consumers. This implies that there is high heterogeneity among the poor and calls for a categorization. In this paper we make two contributions to the extant literature. First, we provide a novel classification; we identify a set of geographical-social-economic dimensions that explain this variability. Second, by adopting the “4A’s” framework, we help managers to make a distinction between the different type of poor with regards to their level of awareness, acceptability, accessibility and affordability, for different value propositions.
Multinational corporations addressing low-income consumers in emerging markets face the challenge... more Multinational corporations addressing low-income consumers in emerging markets face the challenge of designing business models that provide truly beneficial products and services to the poor. Examples of successful cases are scarce, while the literature review provides little help. Guidelines range from a minimum shift from conventional marketing thinking and practice to radically new approaches involving a wide diversity of non-market actors in a variety of settlements. A classification to help researchers and practitioners is needed. The article contributes to the literature on business models to serve low-income consumers in emerging markets by proposing conceptual framework, a 2 × 2 matrix. One axis reflects different perceptions of the low-income consumer’s conditions (opportunity/constraint), and the other axis reflects the diverse approaches to developing business models (bottom-up/top-down). The four resulting cells become the article’s suggested alternative business models....
Part 1 Marketing in ancient, medieval and early modern times: the origins of marketing - evidence... more Part 1 Marketing in ancient, medieval and early modern times: the origins of marketing - evidence from Classical and early Hellenistic Greece (500-300 BC), Terence Nevett and Lisa Nevett a day's shopping in 13th-century Paris, Donald F. Dixon scholastic marketing thought in Spain - the school of Salamanca, Sigfredo A. Hernandez. Part 2 Modern marketing thought: the utility of the four utilities concept, Eric H. Shaw biography and the history of marketing thought, Henry Charles Taylor et al the adoption of statistical methods in market research - the early-20th century, Richard Germain the development of spatial theory in retailing - its contributions to marketing thought and marketing science, Barry J. Babin et al. Part 3 Marketing practice and consumer behaviour: promotions - games people (and governments) play, Steven W. Kopp and Charles R. Taylor data sources for American consumption history - an introduction, analysis and application, Terrence H. Witowski the decade of the F...
... this book may be reproduced in any form without written permission from the publisher, ME Sha... more ... this book may be reproduced in any form without written permission from the publisher, ME Sharpe, Inc., 80 Business Park Drive, Armonk ... The Marketing-IT Paradox: Interactions from the Customer's Perspective Pierre Berthon and Joby John 191 PART 5. MARKETING AND ITS ...
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