Globally, more than 1.2 billion people depend directly on nature for their basic needs. These nature-dependent subsistence communities (NDSCs) bear the brunt of environmental disruptions caused by climate change. Prevailing climate solutions crafted by external “experts” often pursue narrow technocratic objectives that erode the dignity of NDSCs. In this paper, we conduct ethnographic research in a subsistence fishing community to develop a dignity-centric framework for crafting climate solutions for subsistence communities. We center the voices of community members in deriving our framework, which is a departure from prior approaches rooted in normative ethical frameworks. A unique feature of our framework is the dual focus on deontological (process-based) and teleological (outcome-based) dignity considerations. Furthermore, taking a dialectical approach to dignity outcomes, our framework reveals that climate solutions must account for three important dialectical tensions playing out within communities: cultural continuity versus cultural adaptation, place rootedness versus spatial mobility, and consumption adequacy versus aspirational consumption.
AdkinsNatalie RossOzanneJulie L. (2005), “The Low Literate Consumer,” Journal of Consumer Research, 32 (1), 93–105.
2.
AiyarAnaka (2021), “Unintended Spillovers of Targeted Health Insurance on Intra-Household Resource Allocations,” Journal of Development Studies, 57 (3), 502–518.
3.
AiyarAnakaVenugopalSrinivas (2020), “Addressing the Ethical Challenge of Market Inclusion in Base-of-the-Pyramid Markets: A Macromarketing Approach,” Journal of Business Ethics, 164, 243–260.
4.
AnsariShahzadMunirKamalGreggTricia (2012), “Impact at the ‘Bottom of the Pyramid’: The Role of Social Capital in Capability Development and Community Empowerment,” Journal of Management Studies, 49 (4), 813–842.
5.
BakerStacey MenzelGentryJames W.RittenburgTerri L. (2005), “Building Understanding of the Domain of Consumer Vulnerability,” Journal of Macromarketing, 25 (2), 128–139.
6.
BakerStacey MenzelHillRonald PaulBakerCourtney NationsMittelstaedtJohn D. (2015), “Improvisational Provisioning in Disaster: The Mechanisms and Meanings of Ad Hoc Marketing Exchange Systems in Community,” Journal of Macromarketing, 35 (3), 334–352.
7.
BanduraAlbert (2006), “Toward a Psychology of Human Agency,” Perspectives on Psychological Science, 1 (2), 164–180.
8.
BaroMamadouDeubelTara F. (2006), “Persistent Hunger: Perspectives on Vulnerability, Famine, and Food Security in Sub-Saharan Africa,” Annual Review of Anthropology, 35, 521–538.
9.
BarriosAndresDe ValckKristineShultzClifford J.SibaiOlivierHusemannKatharina C.Maxwell-SmithMatthew, et al. (2016), “Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System,” Journal of Public Policy & Marketing, 35 (2), 185–197.
10.
BarriosAndresSteinfieldLaurelAppauSamuelsonGauRolandDadzieCharlene A. (2023), “How Does Knowledge Translation Involving (Non) Humans Influence the Adoption of Climate Change Solutions? The Case of Nature-Dependent Prosumers,” Journal of the Association for Consumer Research, 8 (3), 251–263.
11.
BelletClémentColson-SihraEve (2018), “The Conspicuous Consumption of the Poor: Forgoing Calories for Aspirational Goods,” Working paper, INSEAD.
12.
BeningerStefanieFrancisJune N.P. (2016), “Appropriation of Community Knowledge: Towards an Understanding of the Potential Harm and Benefits,” Journal of Macromarketing, 36 (2), 183–197.
13.
BeningerStefanieFrancisJune N.P. (2022), “Resources for Business Resilience in a COVID-19 World: A Community-Centric Approach,” Business Horizons, 65 (2), 227–238.
14.
BettsMatthew G.WolfChristopherRippleWilliam J.PhalanBenMillersKimberley A.DuarteAdam, et al. (2017), “Global Forest Loss Disproportionately Erodes Biodiversity in Intact Landscapes,” Nature, 547 (7664), 441–444.
15.
BlockerChristopherManningKenneth C.TrujilloCarlos A. (2023), “Beyond Radical Affordability in the Base of the Pyramid: The Role of Consumer Self-Confidence in Product Acceptance,” Journal of Consumer Affairs, 57 (1), 619–647.
16.
BlockerChristopher P.RuthJulie A.SridharanSrinivasBeckwithColinEkiciAhmetGoudie-HuttonMartina, et al. (2013), “Understanding Poverty and Promoting Poverty Alleviation Through Transformative Consumer Research,” Journal of Business Research, 66 (8), 1195–1202.
17.
CannonTerryTwiggJohnRowellJennifer (2003), “Social Vulnerability, Sustainable Livelihoods and Disasters,” Report to DFID Conflict and Humanitarian Assistance Department (CHAD) and Sustainable Livelihoods Support Office, 1–63.
18.
ChambersRobert (1995), “Poverty and Livelihoods: Whose Reality Counts?” Environment and Urbanization, 7 (1), 173–204.
19.
ChambersRobert (2014), Rural Development: Putting the Last First. New York, NY: Routledge.
20.
CollinsPatricia Hill (2015), “Intersectionality's Definitional Dilemmas,” Annual Review of Sociology, 41, 1–20.
21.
ConnellJohnLutkehausNancy (2017), “Environmental Refugees? A Tale of Two Resettlement Projects in Coastal Papua New Guinea,” Australian Geographer, 48 (1), 79–95.
22.
CorusCananOzanneJulie L. (2012), “Stakeholder Engagement: Building Participatory and Deliberative Spaces in Subsistence Markets,” Journal of Business Research, 65 (12), 1728–1735.
23.
CorusCananSaatciogluBigeKaufman-ScarboroughCarolBlockerChristopher P.UpadhyayaShikhaAppauSamuelson (2016), “Transforming Poverty-Related Policy with Intersectionality,” Journal of Public Policy & Marketing, 35 (2), 211–222.
24.
DeBerry-SpenceBenétEkpoAkon E.HoganDaniel (2019), “Mobile Phone Visual Ethnography (MpVE): Bridging Transformative Photography and Mobile Phone Ethnography,” Journal of Public Policy & Marketing, 38 (1), 81–95.
25.
DeciEdward L.RyanRichard M. (2012), “Self-Determination Theory,” Handbook of Theories of Social Psychology, 1 (20), 416–436.
26.
DienerEdSeligmanMartin EP (2004), “Beyond Money: Toward an Economy of Well-Being,” Psychological Science in the Public Interest, 5 (1), 1–31.
27.
DolbecPierre-YannFischerEileenCannifordRobin (2021), “Something Old, Something New: Enabled Theory Building in Qualitative Marketing Research,” Marketing Theory, 21 (4), 443–461.
28.
DuffyBrooke Erin (2016), “The Romance of Work: Gender and Aspirational Labour in the Digital Culture Industries,” International Journal of Cultural Studies, 19 (4), 441–457.
29.
DuffySarahLaytonRogerDwyerLarry (2017), “When the Commons Call ‘Enough,’ Does Marketing Have an Answer?” Journal of Macromarketing, 37 (3), 268–285.
30.
DüwellMarcusBraarvigJensBrownswordRogerMiethDietmar (2014), The Cambridge Handbook of Human Dignity: Interdisciplinary Perspectives. Cambridge, UK: Cambridge University Press.
31.
DworkinRonald (2011), Justice for Hedgehogs. Cambridge, MA: Harvard University Press.
32.
EasterlyWilliam (2014), The Tyranny of Experts: Economists, Dictators, and the Forgotten Rights of The Poor. New York, NY: Basic Books, a member of Perseus Book Group.
33.
EkiciAhmetGencTugce OzgenCelikHafize (2021), “The Future of Macromarketing: Recommendations Based on a Content Analysis of the Past Twelve Years of the Journal of Macromarketing,” Journal of Macromarketing, 41 (1), 25–47.
34.
EscobarArturo (2011), Encountering Development: The Making and Unmaking of the Third World. Princeton, NJ: Princeton University Press.
35.
FarrellJustine RappHillRonald Paul (2018), “Poverty Research and Measurement: Making the Case for Consumption Adequacy,” Journal of Consumer Affairs, 52 (3), 770–791.
36.
FedeleGiacomoDonattiCamila I.BornacellyIvanHoleDavid G. (2021), “Nature-Dependent People: Mapping Human Direct Use of Nature for Basic Needs Across the Tropics,” Global Environmental Change, 71 (November), 102368.
37.
GauRolandRamirezEdwardBaruaMaria E.GonzalezRicardo (2014), “Community-Based Initiatives and Poverty Alleviation in Subsistence Marketplaces,” Journal of Macromarketing, 34 (2), 160–170.
38.
GilleyBruce (2017), “Technocracy and Democracy as Spheres of Justice in Public Policy,” Policy Sciences, 50, 9–22.
39.
GodinhoVinitaVenugopalSrinivasSinghSupriyaRussellRoslyn (2017), “When Exchange Logics Collide: Insights from Remote Indigenous Australia,” Journal of Macromarketing, 37 (2), 153–166.
40.
GriffinJames (2011), On Human Rights. Oxford, UK: Oxford University Press.
41.
GroffmanPeter M.BaronJill S.BlettTamaraGoldArthur J.GoodmanIrisGundersonLance H., et al. (2006), “Ecological Thresholds: The Key to Successful Environmental Management or an Important Concept with No Practical Application?” Ecosystems, 9, 1–13.
42.
HabermasJürgen (2010), “The Concept of Human Dignity and the Realistic Utopia of Human Rights,” Diánoia, 55 (64), 3–25.
43.
HallegatteStéphaneVogt-SchilbAdrienRozenbergJulieBangaloreMookBeaudetChloé (2020), “From Poverty to Disaster and Back: A Review of the Literature,” Economics of Disasters and Climate Change, 4, 223–247.
44.
HamiltonKathyPiacentiniMaria G.BanisterEmmaBarriosAndresBlockerChristopher P.ColemanCatherine A., et al. (2014), “Poverty in Consumer Culture: Towards a Transformative Social Representation,” Journal of Marketing Management, 30 (17/18), 1833–1857.
45.
HelmSabrinaLittleVicki (2022), “Macromarketing Our Way to a Zero-Carbon Future,” Journal of Macromarketing, 42 (2), 262–266.
46.
HelmSabrina V.LittleVicki J.Frethey-BenthamCatherine (2023), ““No Marketing on a Dead Planet”: Rethinking Marketing Education to Support a Restoration Economy,” Journal of Macromarketing, doi: https://doi.org/10.1177/02761467231211302.
47.
HillRonald Paul (2005), “Do the Poor Deserve Less Than Surfers? An Essay for the Special Issue on Vulnerable Consumers,” Journal of Macromarketing, 25 (2), 215–218.
48.
HillRonald PaulMartinKelly D. (2014), “Broadening the Paradigm of Marketing as Exchange: A Public Policy and Marketing Perspective,” Journal of Public Policy & Marketing, 33 (1), 17–33.
49.
HillRonald PaulStephensDebra Lynn (1997), “Impoverished Consumers and Consumer Behavior: The Case of AFDC Mothers,” Journal of Macromarketing, 17 (2), 32–48.
50.
HodsonRandy (2001), Dignity at Work. Cambridge, UK: Cambridge University Press.
51.
HuttonMartina (2015), “Consuming Stress: Exploring Hidden Dimensions of Consumption-Related Strain at the Intersection of Gender and Poverty,” Journal of Marketing Management, 31 (15/16), 1695–1717.
52.
HuttonMartinaCappelliniBenedetta (2022), “Epistemic In/Justice: Towards ‘Other’ Ways of Knowing,” Marketing Theory, 22 (2), 155–174.
53.
JagadaleSujit R.KadirovDjavlonbekChakrabortyDebojyoti (2018), “Tackling the Subaltern Quandary: Marketing Systems of Dignity,” Journal of Macromarketing, 38 (1), 91–111.
54.
JagadaleSujit R.Roy-ChaudhuriHimadriKadirovDjavlonbek (2021), “Quality-of-Life as Chronotopefication and Futurization: Subsistence Consumer Experiences in India,” Journal of Consumer Affairs, 55 (1), 59–86.
55.
JagadaleSujit R.SantosNicholas J.C. (2022), “Constructively Engaging Exploitive Waste Management in India: The Case of Paryavaran Mitra and Its Justice Motivated Effort at Empowering Rag-Picking Women,” Journal of Macromarketing, 42 (2), 191–213.
56.
KadirovDjavlonbek (2018), “Towards a Theory of Marketing Systems as the Public Good,” Journal of Macromarketing, 38 (3), 278–297.
57.
KadirovDjavlonbekBardakcıAhmetÖztürkNazan MadakAllayarovaNilufar (2023), “The Marketing Ecoverse: A Sustainable Confluence of Business, Social, and Natural Ecosystems,” Journal of Macromarketing, doi: https://doi.org/10.1177/02761467231181033.
58.
KantImmanuelSchneewindJerome B. (2002), Groundwork for the Metaphysics of Morals. New Haven, CT: Yale University Press.
KoehneFlorianWoodwardRichardHonigBenson (2022), “The Potentials and Perils of Prosocial Power: Transnational Social Entrepreneurship Dynamics in Vulnerable Places,” Journal of Business Venturing, 37 (4), 106206.
61.
LaczniakGene R.SantosNicholas J.C. (2011), “The Integrative Justice Model for Marketing to the Poor: An Extension of SD Logic to Distributive Justice and Micromarketing,” Journal of Macromarketing, 31 (2), 135–147.
62.
LambertonCaitSaldanhaNeelaGhaiSakshi (2020), Introducing System Zero: The Drive for Marketplace Dignity,” working paper. SSRN 3745882.
63.
LaytonRogerDuffySarah (2018), “Path Dependency in Marketing Systems: Where History Matters and the Future Casts a Shadow,” Journal of Macromarketing, 38 (4), 400–414.
64.
LeeuwisCeesAartsNoelle (2011), “Rethinking Communication in Innovation Processes: Creating Space for Change in Complex Systems,” Journal of Agricultural Education and Extension, 17 (1), 21–36.
LondonTedHartStuart L. (2004), “Reinventing Strategies for Emerging Markets: Beyond the Transnational Model,” Journal of International Business Studies, 35, 350–370.
67.
LucasKristen (2015), “Workplace Dignity: Communicating Inherent, Earned, and Remediated Dignity,” Journal of Management Studies, 52 (5), 621–646.
68.
LucasKristenKangDongjingLiZhou (2013), “Workplace Dignity in a Total Institution: Examining the Experiences of Foxconn’s Migrant Workforce,” Journal of Business Ethics, 114, 91–106.
69.
MacInnisDeborah J. (2011), “A Framework for Conceptual Contributions in Marketing,” Journal of Marketing, 75 (4), 136–154.
70.
MairJohannaWolfMiriamSeelosChristian (2016), “Scaffolding: A Process of Transforming Patterns of Inequality in Small-Scale Societies,” Academy of Management Journal, 59 (6), 2021–2044.
71.
MarkeeNuma (2013), “Emic and Etic in Qualitative Research,” in The Encyclopedia of Applied Linguistics, 1–4, Chichester, UK: Wiley-Blackwell
72.
MartinKelly D.HillRonald Paul (2012), “Life Satisfaction, Self-Determination, and Consumption Adequacy at the Bottom of the Pyramid,” Journal of Consumer Research, 38 (6), 1155–1168.
73.
MartinKelly D.HillRonald Paul (2015), “Saving and Well-Being at the Base of the Pyramid: Implications for Transformative Financial Services Delivery,” Journal of Service Research, 18 (3), 405–421.
74.
MaslowAbraham (1943), “A Theory of Human Motivation,” Psychological Review, 50 (4), 370–396.
75.
MattsonDavid J.ClarkSusan G. (2011), “Human Dignity in Concept and Practice,” Policy Sciences, 44, 303–319.
76.
Narayan-ParkerDeepa (1997), Voices of the Poor: Poverty and Social Capital in Tanzania. Vol. 20. Washington, DC: World Bank Publications.
77.
NoronhaErnestoChakrabortySaikatD’CruzPremilla (2020), “‘Doing Dignity Work’: Indian Security Guards’ Interface with Precariousness,” Journal of Business Ethics, 162, 553–575.
78.
NussbaumMartha C. (2011), Creating Capabilities: The Human Development Approach. Cambridge, MA: Harvard University Press.
79.
OstromElinor (1990), Governing the Commons: The Evolution of Institutions for Collective Action. Cambridge, UK: Cambridge University Press.
80.
OzanneJulie L.AndersonLaurel (2010), “Community Action Research,” Journal of Public Policy & Marketing, 29 (1), 123–137.
81.
PeredoAna MariaChrismanJames J. (2006), “Toward a Theory of Community-Based Enterprise,” Academy of Management Review, 31 (2), 309–328.
82.
PirsonMichaelGoodpasterKennethDierksmeierClaus (2016), “Guest Editors’ Introduction: Human Dignity and Business,” Business Ethics Quarterly, 26 (4), 465–478.
83.
PlessNicola M.MaakThomasHarrisHoward (2017), “Art, Ethics and the Promotion of Human Dignity,” Journal of Business Ethics, 144, 223–232.
84.
PutnamLinda L.FairhurstGail T.BanghartScott (2016), “Contradictions, Dialectics, and Paradoxes in Organizations: A Constitutive Approach,” Academy of Management Annals, 10 (1), 65–171.
85.
RaghubanshiGauravVenugopalSrinivasSainiGordhan K. (2021), “Fostering Inclusive Social Innovation in Subsistence Marketplaces Through Community-Level Alliances: An Institutional Work Perspective,” Industrial Marketing Management, 97, 21–34.
86.
RyanRichard M.DeciEdward L. (2006), “Self-Regulation and the Problem of Human Autonomy: Does Psychology Need Choice, Self-Determination, and Will?” Journal of Personality, 74 (6), 1557–1586.
87.
SantosNicholas J.C.LaczniakGene R. (2009), “Marketing to the Poor: An Integrative Justice Model for Engaging Impoverished Market Segments,” Journal of Public Policy & Marketing, 28 (1), 3–15.
88.
SantosNicholas J.C.LaczniakGene R.Facca-MiessTina M. (2015), “The ‘Integrative Justice Model’ as Transformative Justice for Base-of-the-Pyramid Marketing,” Journal of Business Ethics, 126, 697–707.
89.
SchaberPeter (2011), “Absolute Poverty: Human Dignity, Self-Respect, and Dependency,” in Humiliation, Degradation, Dehumanization: Human Dignity Violated, Vol. 24, KaufmannP.KuchH.NeuhaeuserC., et al, eds. Springer, 151–158.
90.
ScottJames C. (1977), The Moral Economy of the Peasant: Rebellion and Subsistence in Southeast Asia. New Haven, CT: Yale University Press.
91.
ScottLindaDolanCatherineJohnstone–LouisMarySugdenKimberlyWuMaryalice (2012), “Enterprise and Inequality: A Study of Avon in South Africa,” Entrepreneurship Theory and Practice, 36 (3), 543–568.
92.
ScottLindaWilliamsJerome D.BakerStacey MenzelBrace-GovanJanDowneyHilaryHakstianAnne-Marie, et al. (2011), “Beyond Poverty: Social Justice in a Global Marketplace,” Journal of Public Policy & Marketing, 30 (1), 39–46.
93.
SenAmartya K. (1992), Inequality Reexamined. Cambridge, MA: Harvard University Press.
94.
ShethJagdish N.ParvatiyarAtul (2021), “Sustainable Marketing: Market-Driving, not Market-Driven,” Journal of Macromarketing, 41 (1), 150–165.
95.
ShultzCliffordSridharanSrinivasViswanathanMadhu (2011), “The Fourth Subsistence Marketplaces Conference: Subsistence Marketplaces to Sustainable Marketplaces: From Micro-Level Insights to Macro-Level Impact Http://www.Business.Illinois.edu/Subsistence/Events/Conferences.Html,” Journal of Macromarketing, 32 (1), 157–158.
96.
ShultzClifford J. (2007), “Marketing as Constructive Engagement,” Journal of Public Policy & Marketing, 26 (2), 293–301.
97.
ShultzClifford J. (2009), “All Along the Watchtower,” Journal of Macromarketing, 29 (4), 344.
98.
ShultzClifford J.RahtzDon R.SpeeceMark (2004), “Globalization, Transformation, and Quality of Life: Reflections on ICMD-8 and Participative Marketing and Development,” Journal of Macromarketing, 24 (2), 168–172.
99.
ShultzClifford J.WilkieWilliam L. (2021), “Macromarketing, the Indispensable Discipline,” Journal of Macromarketing, 41 (1), 5–9.
100.
SmithWendy K.LewisMarianne W. (2011), “Toward a Theory of Paradox: A Dynamic Equilibrium Model of Organizing,” Academy of Management Review, 36 (2), 381–403.
101.
SredlKatherine C.ShultzClifford J.BrečićRužica (2017), “The Arizona Market: A Marketing Systems Perspective on Pre-and Post-War Developments in Bosnia, with Implications for Sustainable Peace and Prosperity,” Journal of Macromarketing, 37 (3), 300–316.
102.
SridharanSrinivasBarringtonDani J.SaundersStephen G. (2017), “Markets and Marketing Research on Poverty and its Alleviation: Summarizing an Evolving Logic Toward Human Capabilities, Well-Being Goals and Transformation,” Marketing Theory, 17 (3), 323–340.
103.
SridharanSrinivasBarringtonDani J.ShieldsKatherine F.SaundersStephen GrahamSouterR. T.MeoSemisi, et al. (2017), Programming Brief: Towards WaSH Programs that Measure and Enhance Sustained Wellbeing. International WaterCentre.
104.
StegnerWallace (1992), Beyond the Hundredth Meridian: John Wesley Powell and the Second Opening of the West. New York, NY: Penguin.
105.
SteinfieldLaurelHoltDiane (2019), “Toward a Theory on the Reproduction of Social Innovations in Subsistence Marketplaces,” Journal of Product Innovation Management, 36 (6), 764–799.
106.
SteinfieldLaurelHoltDiane (2020), “Structures, Systems and Differences That Matter: Casting an Ecological-Intersectionality Perspective on Female Subsistence Farmers’ Experiences of the Climate Crisis,” Journal of Macromarketing, 40 (4), 563–582.
107.
SteinfieldLaurelVenugopalSrinivasAppauSamuelsonBarriosAndresDadzieCharleneGauRoland, et al. (2021), “Across Time, Across Space, and Intersecting in Complex Ways: A Framework for Assessing Impacts of Environmental Disruptions on Nature-Dependent Prosumers,” Journal of Public Policy & Marketing, 40 (2), 262–284.
108.
TaylorSteven J.BogdanRobertDeVaultMarjorie (2015), Introduction to Qualitative Research Methods: A Guidebook and Resource. Hoboken, NJ: John Wiley & Sons.
109.
ThomasBenjaminLucasKristen (2019), “Development and Validation of the Workplace Dignity Scale,” Group & Organization Management, 44 (1), 72–111.
110.
UpadhyayaShikha (2021), “Policy-Related Implementational Fluidity in Subsistence Marketplaces,” International Journal of Consumer Studies, 45 (1), 131–145.
111.
UpadhyayaShikhaBlockerChristopher P.HoustonH. RikaSimsMarjorie R. (2021), “Evolving Two-Generation Services to Disrupt the Intergenerational Effects of Poverty and Promote Family Well-Being,” Journal of Business Research, 125, 324–335.
112.
UpadhyayaShikhaRosaJose Antonio (2019), “Resilience in Social Innovation: Lessons from Women Market Traders,” Social Science Quarterly, 100 (6), 2115–2133.
113.
ValentiniLaura (2017), “Dignity and Human Rights: A Reconceptualization,” Oxford Journal of Legal Studies, 37 (4), 862–885.
114.
VarmanRohitSkålénPerBelkRussell W. (2012), “Conflicts at the Bottom of the Pyramid: Profitability, Poverty Alleviation, and Neoliberal Governmentality,” Journal of Public Policy & Marketing, 31 (1), 19–35.
115.
VenugopalSrinivas (2021), “Envisioning a Community-Centric Approach to Impact Assessments in Subsistence Marketplaces,” Journal of Consumer Affairs, 55 (1), 118–133.
116.
VenugopalSrinivasChakrabartiRonika (2022), “How Subsistence Communities Reconfigure Livelihood Systems in Response to Climate Change: A Coupled-Systems Perspective,” Journal of Macromarketing, 42 (2), 292–307.
117.
VenugopalSrinivasGauRolandAppauSamuelsonSampleKevin L.PereiraRita CF (2019), “Adapting Traditional Livelihood Practices in the Face of Environmental Disruptions in Subsistence Communities,” Journal of Business Research, 100, 400–409.
118.
VenugopalSrinivasViswanathanMadhubalan (2019), “Implementation of Social Innovations in Subsistence Marketplaces: A Facilitated Institutional Change Process Model,” Journal of Product Innovation Management, 36 (6), 800–823.
119.
ViswanathanMadhuEchambadiRajVenugopalSrinivasSridharanSrinivas (2014), “Subsistence Entrepreneurship, Value Creation, and Community Exchange Systems: A Social Capital Explanation,” Journal of Macromarketing, 34 (2), 213–226.
120.
ViswanathanMadhuVenugopalSrinivasMinefeeIshvaGuestJeremy S.MariñasBenito J.BauzaValerie, et al. (2016), “A Bottom-Up Approach to Short-Term Immersion in Subsistence Marketplaces: Methodological and Substantive Lessons on Poverty and the Environment from Tanzania,” Organization & Environment, 29 (4), 438–460.
ViswanathanMadhubalanBaskentliSaraGallageSamanthikaMartinDiane M.Ramirez-GrigortsukMariaSubrahmanyanSaroja (2021), “A Demonstration of Symbiotic Academic-Social Enterprise in Subsistence Marketplaces: Researching and Designing Customized Sustainability Literacy Education in Tanzania,” Journal of Public Policy & Marketing, 40 (2), 245–261.
123.
ViswanathanMadhubalanRosaJosé Antonio (2007), “Product and Market Development for Subsistence Marketplaces: Consumption and Entrepreneurship Beyond Literacy and Resource Barriers,” in in Product and Market Development for Subsistence Marketplaces, Leeds: Emerald Group Publishing Limited, 1–17.
124.
ViswanathanMadhubalanSridharanSrinivasGauRolandRitchieRobin (2009), “Designing Marketplace Literacy Education in Resource-Constrained Contexts: Implications for Public Policy and Marketing,” Journal of Public Policy & Marketing, 28 (1), 85–94.
125.
ViswanathanMadhubalanSridharanSrinivasRitchieRobinVenugopalSrinivasJungKiju (2012), “Marketing Interactions in Subsistence Marketplaces: A Bottom-up Approach to Designing Public Policy,” Journal of Public Policy & Marketing, 31 (2), 159–177.
126.
WooliscroftBen (2021), “Macromarketing and the Systems Imperative,” Journal of Macromarketing, 41 (1), 116–123.
127.
WrightGemmaNevesDavidNtshongwanaPhakamaNobleMichael (2015), “Social Assistance and Dignity: South African Women's Experiences of the Child Support Grant,” Development Southern Africa, 32 (4), 443–457.
