Call For Papers for Four Special Issues
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The Subsistence Marketplaces journal is announcing calls for papers for four special issues. Authors are encouraged to contact special issue editors for details.
The journal aims to add value to work before submission. Authors are encouraged to discuss work in progress with special issue editors, allowing sufficient time for development before submission. We also invite potential authors to developmental workshops that are offered periodically (details at https://www.subsistencemarketplaces.org/events.html). |
The deadline for submissions is extended to June 30, 2022.
Special Issues Topics
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Subsistence Marketplaces In A Post-Pandemic World Editors Samanthikha Gallage, Nottingham University (Samanthika.Gallage1@nottingham.ac.uk) Jacob Park, Castleton University (jacob.parkvt@gmail.com) Shikha Upadhyaya, California State University, Los Angeles (supadhy4@calstatela.edu) Art and Artistic Consumer-Entrepreneurship in Subsistence Marketplaces Editor Ronika Chakrabarti, Trinity College Dublin (Ronika.chakrabarti@tcd.ie) Understanding Subsistence Marketplaces Across Diverse Geographies and Institutional Contexts Editor Srinivas Venugopal, University of Vermont (srinivas.venugopal@gmail.com) Information and Communication Technologies (ICTs) In Subsistence Marketplaces: Challenges and Solutions Editors Ramendra Singh and Saravana Jaikumar: Indian Institute of Management, Kolkata (ramendra@iimcal.ac.in and saravana@iimcal.ac.in) |
How to Submit
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All submissions should be made through the journal website at https://digitalcommons.lmu.edu/cgi/submit.cgi?context=subsistencemarketplaces specifying the special issue (please sign up as directed through the link before submission). Please indicate that your submission is for one of the following special issues in the drop-down menu during the submission process:
1. Post-Pandemic World 2. Art and Artistic Consumption And Entrepreneurship 3.Geographies and Institutional Contexts 4. Information and Communication Technologies (ICT) |
Subsistence Marketplaces Journal’s Special Issue on: Subsistence Marketplaces
In A Post-Pandemic World
Editors
Samanthikha Gallage, Nottingham University (Samanthika.Gallage1@nottingham.ac.uk)
Jacob Park, Castleton University (jacob.parkvt@gmail.com)
Shikha Upadhyaya, California State University, Los Angeles (supadhy4@calstatela.edu)
Submission Deadline: 30th June 2022
Samanthikha Gallage, Nottingham University (Samanthika.Gallage1@nottingham.ac.uk)
Jacob Park, Castleton University (jacob.parkvt@gmail.com)
Shikha Upadhyaya, California State University, Los Angeles (supadhy4@calstatela.edu)
Submission Deadline: 30th June 2022
:Synopsis:
COVID-19 has created enormous uncertainties and adversities around the globe. In the wake of this crisis, subsistence communities who live with less resources, daily uncertainties, and little margin of error are disproportionately affected (Viswanathan et al., 2021). This bleak reality is evident in a variety of domains such as shortage of vaccines and oxygen, lack of protective equipment, and lack of health care workers and hospital space in the developing world (Beyrer et al., 2021). However, this could only be the tip of the iceberg as ripple effects of the pandemic will be complex, hidden and for years to come. For instance, economists forecast a severe economic crisis that would make the poor even poorer in the post pandemic world (IMF, 2020). This could lead to various issues such as widespread food insecurities (Laborde, et al., 2020; Bublitz et al., 2020), inequalities of education, and other social problems such as conflicts, violence and crime.
In this backdrop, we seek work for the special issue that addresses such questions as the following. What do subsistence marketplaces look like in a post-pandemic world? What does consumption and entrepreneurship look like in a post-pandemic world? How should businesses address challenges in a post-pandemic world? How did the pandemic impact subsistence marketplaces around the world? What inactions have caused extended damage? What are the lessons learned from the pandemic? How can the lessons learned be translated to action?
This special issue calls for forward-looking work that uses the context of subsistence marketplaces and the lessons learned from the pandemic to provide pathways to shaping the future of subsistence marketplaces. We call for papers that reflect research, education, and practice in subsistence marketplaces with clear direction and implications for subsistence marketplaces in a post-pandemic world. Such work can be in any aspect of subsistence marketplaces, encompassing different geographies (from both developing and developed worlds), domains of subsistence such as health and livelihood, consumption, entrepreneurship, and sustainability in subsistence marketplaces, and products, enterprise models, and policy for subsistence marketplaces. Illustrative topics include health and well-being in a post pandemic context, virtual approaches to subsistence marketplace activity, recovery and renewal, climate change and health in subsistence marketplaces, health, nutrition, and illness prevention, and education and awareness during health crises.
Relevant topics for this special issue include (but are not limited to):
References:
Beyrer, C., Allotey, P., Amon, J. J., Baral, S. D., Bassett, M. T., Deacon, H., ... & Corey, L. (2021). Human rights and fair access to COVID-19 vaccines: the International AIDS Society–Lancet Commission on Health and Human Rights. The Lancet, 397(10284), 1524-1527.
Bublitz, M. G., Czarkowski, N., Hansen, J., Peracchio, L. A., & Tussler, S. (2021). Pandemic reveals vulnerabilities in food access: confronting hunger amidst a crisis. Journal of Public Policy & Marketing, 40(1), 105-107.
Hamilton, R. (2021).Scarcity and coronavirus. Journal of Public Policy & Marketing, 40(1), 99-100.
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182.
IMF. 2020a. World Economic Outlook: The Great Lockdown (Chapter 1). Washington, DC: International Monetary Fund (IMF). https://www.imf.org/en/Publications/WEO/Issues/2020/04/14/weo-april-2020. Accessed 11 July 2021.
Laborde, D., Martin, W., & Vos, R. (2020). Poverty and food insecurity could grow dramatically as COVID-19 spreads. International Food Policy Research Institute (IFPRI), Washington, DC.
Scott, Maura L., Kelly D. Martin, Joshua L. Wiener, Pam Scholder Ellen, and Scot Burton (2020). The COVID-19 pandemic at the intersection of marketing and public policy. Journal of Public Policy and Marketing, 257-265.
Stewart, D. W. (2021). Uncertainty and risk are multidimensional: Lessons from the COVID-19 pandemic. Journal of Public Policy & Marketing, 40(1), 97-98.
Viswanathan, M., Faruque Aly, H., Duncan, R., & Mandhan, N. (2021). Unequal but essential: How subsistence consumer–entrepreneurs negotiate unprecedented shock with extraordinary resilience during COVID‐19. Journal of Consumer Affairs, 55(1), 151-178.
COVID-19 has created enormous uncertainties and adversities around the globe. In the wake of this crisis, subsistence communities who live with less resources, daily uncertainties, and little margin of error are disproportionately affected (Viswanathan et al., 2021). This bleak reality is evident in a variety of domains such as shortage of vaccines and oxygen, lack of protective equipment, and lack of health care workers and hospital space in the developing world (Beyrer et al., 2021). However, this could only be the tip of the iceberg as ripple effects of the pandemic will be complex, hidden and for years to come. For instance, economists forecast a severe economic crisis that would make the poor even poorer in the post pandemic world (IMF, 2020). This could lead to various issues such as widespread food insecurities (Laborde, et al., 2020; Bublitz et al., 2020), inequalities of education, and other social problems such as conflicts, violence and crime.
In this backdrop, we seek work for the special issue that addresses such questions as the following. What do subsistence marketplaces look like in a post-pandemic world? What does consumption and entrepreneurship look like in a post-pandemic world? How should businesses address challenges in a post-pandemic world? How did the pandemic impact subsistence marketplaces around the world? What inactions have caused extended damage? What are the lessons learned from the pandemic? How can the lessons learned be translated to action?
This special issue calls for forward-looking work that uses the context of subsistence marketplaces and the lessons learned from the pandemic to provide pathways to shaping the future of subsistence marketplaces. We call for papers that reflect research, education, and practice in subsistence marketplaces with clear direction and implications for subsistence marketplaces in a post-pandemic world. Such work can be in any aspect of subsistence marketplaces, encompassing different geographies (from both developing and developed worlds), domains of subsistence such as health and livelihood, consumption, entrepreneurship, and sustainability in subsistence marketplaces, and products, enterprise models, and policy for subsistence marketplaces. Illustrative topics include health and well-being in a post pandemic context, virtual approaches to subsistence marketplace activity, recovery and renewal, climate change and health in subsistence marketplaces, health, nutrition, and illness prevention, and education and awareness during health crises.
Relevant topics for this special issue include (but are not limited to):
- Subsistence consumers and entrepreneurs in the post pandemic world (vulnerabilities, facets of scarcity, agency of consumer and entrepreneurs in the face of crisis).
- Social justice and well-being in the face of COVID-19 (health, education, etc.)
- Sustainability issues affecting subsistence communities due to climate change and the changing nature of such issues due to the pandemic.
- Additional power imbalances in the marketplace due to the pandemic and its impact on subsistence communities.
- Collaborative business innovation and social innovation models that emerged during the pandemic in subsistence marketplaces.
- Policies during the COVID-19 crisis and potential bottom-up policy development in the post pandemic world.
- Challenges in the education sector and possible advancements in the post pandemic world.
- How synergies between research and practice could overcome challenges subsistence communities face in the post pandemic world.
- Wicked and socially complex issues in the post pandemic world.
References:
Beyrer, C., Allotey, P., Amon, J. J., Baral, S. D., Bassett, M. T., Deacon, H., ... & Corey, L. (2021). Human rights and fair access to COVID-19 vaccines: the International AIDS Society–Lancet Commission on Health and Human Rights. The Lancet, 397(10284), 1524-1527.
Bublitz, M. G., Czarkowski, N., Hansen, J., Peracchio, L. A., & Tussler, S. (2021). Pandemic reveals vulnerabilities in food access: confronting hunger amidst a crisis. Journal of Public Policy & Marketing, 40(1), 105-107.
Hamilton, R. (2021).Scarcity and coronavirus. Journal of Public Policy & Marketing, 40(1), 99-100.
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182.
IMF. 2020a. World Economic Outlook: The Great Lockdown (Chapter 1). Washington, DC: International Monetary Fund (IMF). https://www.imf.org/en/Publications/WEO/Issues/2020/04/14/weo-april-2020. Accessed 11 July 2021.
Laborde, D., Martin, W., & Vos, R. (2020). Poverty and food insecurity could grow dramatically as COVID-19 spreads. International Food Policy Research Institute (IFPRI), Washington, DC.
Scott, Maura L., Kelly D. Martin, Joshua L. Wiener, Pam Scholder Ellen, and Scot Burton (2020). The COVID-19 pandemic at the intersection of marketing and public policy. Journal of Public Policy and Marketing, 257-265.
Stewart, D. W. (2021). Uncertainty and risk are multidimensional: Lessons from the COVID-19 pandemic. Journal of Public Policy & Marketing, 40(1), 97-98.
Viswanathan, M., Faruque Aly, H., Duncan, R., & Mandhan, N. (2021). Unequal but essential: How subsistence consumer–entrepreneurs negotiate unprecedented shock with extraordinary resilience during COVID‐19. Journal of Consumer Affairs, 55(1), 151-178.
Art and Artistic Consumer-Entrepreneurship in Subsistence Marketplace
Synopsis:
There is significant potential for researchers, educators, and practitioners interested in subsistence marketplaces to delve deeper into how art can be translated in consumer-entrepreneurial affairs. Art acts as a preserver of culture and community, as a respectful, culturally grounded transformer of community, and as an asserter of equality, cultural validity and indigenous sovereignty (Chakrabarti, 2021). As art forms part of the cultural heritage of subsistence communities, and as these communities are increasingly buffeted by change—social, economic, technological, environmental, and political—many aspects remain to be explored. Research on subsistence marketplaces has shown the importance subsistence populations place on sustaining local cultures and traditions as well as economies (Viswanathan and Sridharan, 2009). Art is innately multifarious and embodied in people, communities, cultures, and histories. These embodiments in the social—and inevitably economic—fabric of developing societies under transition and tension provide art with significant potential for use under conditions of poverty, subsistence, or other adversarial realities such as war, genocide, or conflict. With few exceptions—such as Toledo-López et al. (2012), who developed a useful typology of artisanal entrepreneurs and their definitions of success—the intersections of art, culture, and development in subsistence-marketplace contexts are understudied.
Activities such as painting, sculpture, music, dance, theatre, and poetry can be defined as extensions of art, even though they may also have utilitarian purposes, such as pottery being used for cooking. Artistic pursuits can involve an array of activities relating to art. Artisans may produce and commercialize local handicrafts (textiles, woodcarvings, pottery, hand-made baskets, metalworking) or sell cultural products (carvings, paintings and musical instruments) (DeBerry-Spence, 2010) as part of their artistic endeavors. Art-based services can also take the form of artistic pursuits, through artistic events, sacred ceremonies, or festivals where the presence of indigenous art is often an integral component.
Scholars have noted that optimal combinations of governmental initiatives, social enterprises, business efforts, and local enterprise networks can play a role in allowing subsistence marketplaces to succeed. Intermediaries can also play a crucial role in connecting artistic consumer-entrepreneurs to markets in a way that enables their desired dual role as creators of both cultural and economic value. However, how this works in process for artisan consumer-entrepreneurship requires further exploring, notably in terms of intermediaries’ roles. Overall, there is much scope to develop critical insight and intellectual curiosity into the role of art and artistic consumer-entrepreneurship in subsistence marketplaces and we invite you to do so.
Relevant topics for this special issue include but are not limited to:
References:
Azmat, F., Samaratunge, R., & Ferdous, A. (2021). Consumer well‐being and social responsibility of subsistence entrepreneurs in subsistence marketplace. Journal of Consumer Affairs. 55, 8-30.
Beninger, S., & Francis, J. N. (2016). Appropriation of community knowledge: Towards an understanding of the potential harm and benefits. Journal of Macromarketing, 36(2), 183-197.
Chakrabarti, R. (2021). Why Art Matters: Artistic Consumer-Entrepreneurship in Subsistence Marketplaces. Journal of Consumer Affairs. 55, 134-150.
Chow, A. M., Elliot, E., Gardner, M., Overby, L., Moffett, A. T., Cavazos, C., Downey, H., Jensen, M., & von Koskull, C. A Path To A Better World Through Arts-Based Research.
DeBerry-Spence, B., & Elliot, E. A. (2012). African microentrepreneurship: The reality of everyday challenges. Journal of Business Research, 65(12), 1665-1673.
DeBerry-Spence, B. (2010). Making theory and practice in subsistence markets: An analytic autoethnography of MASAZI in Accra, Ghana. Journal of Business Research. 63(6), 608-616.
Elliot, E. A., & Cavazos, C. (2021). Artrepreneurship and transmodernity. Journal of Business Research, 131, 722-734.
Gau, R., Ramirez, E., Barua, M. E., & Gonzalez, R. (2014). Community-based initiatives and poverty alleviation in subsistence marketplaces. Journal of Macromarketing, 34(2), 160-170.
Hill, R. P. (2010). A naturological approach to marketing exchanges: Implications for the bottom of the pyramid. Journal of Business Research, 63(6), 602-607.
Ingenbleek, P. T., Tessema, W. K., & van Trijp, H. C. (2013). Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists. International Journal of Research in Marketing, 30(1), 83-97.
Steinfield, L., & Holt, D. (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.
Toledo-López, R., & Díaz-Pichardo, R., Jiménez-Castañeda, J.C., & Sánchez-Medina, P.S. (2012). Defining Success in Subsistence Businesses. Journal of Business Research, 65(12), 1658–1664.
Venugopal, S., Gau, R., Appau, S., Sample, K. L., & Pereira, R. C. (2019). Adapting traditional livelihood practices in the face of environmental disruptions in subsistence communities. Journal of Business Research, 100, 400-409.
Viswanathan, M., & Sreekumar, A. (2019). Consumers and technology in a changing world: the perspective from subsistence marketplaces. European Journal of Marketing. 53(6), 1254-1274.
Viswanathan, M., & Sridharan, S. (2012). Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in India. Journal of Product Innovation Management, 29(1), 52-69.
Viswanathan, M., Sridharan, S., Ritchie, R., Venugopal, S., & Jung, K. (2012). Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy. Journal of Public Policy & Marketing, 31(2), 159-177.
Viswanathan, M., & Sridharan, S. (2009). From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective on the Role of Business in Poverty Alleviation. Ivey Business Journal, 73(2), 1–15.
Weidner, K. L., Rosa, J. A., & Viswanathan, M. (2010). Marketing to subsistence consumers: Lessons from practice. Journal of Business Research, 63(6), 559-569.
There is significant potential for researchers, educators, and practitioners interested in subsistence marketplaces to delve deeper into how art can be translated in consumer-entrepreneurial affairs. Art acts as a preserver of culture and community, as a respectful, culturally grounded transformer of community, and as an asserter of equality, cultural validity and indigenous sovereignty (Chakrabarti, 2021). As art forms part of the cultural heritage of subsistence communities, and as these communities are increasingly buffeted by change—social, economic, technological, environmental, and political—many aspects remain to be explored. Research on subsistence marketplaces has shown the importance subsistence populations place on sustaining local cultures and traditions as well as economies (Viswanathan and Sridharan, 2009). Art is innately multifarious and embodied in people, communities, cultures, and histories. These embodiments in the social—and inevitably economic—fabric of developing societies under transition and tension provide art with significant potential for use under conditions of poverty, subsistence, or other adversarial realities such as war, genocide, or conflict. With few exceptions—such as Toledo-López et al. (2012), who developed a useful typology of artisanal entrepreneurs and their definitions of success—the intersections of art, culture, and development in subsistence-marketplace contexts are understudied.
Activities such as painting, sculpture, music, dance, theatre, and poetry can be defined as extensions of art, even though they may also have utilitarian purposes, such as pottery being used for cooking. Artistic pursuits can involve an array of activities relating to art. Artisans may produce and commercialize local handicrafts (textiles, woodcarvings, pottery, hand-made baskets, metalworking) or sell cultural products (carvings, paintings and musical instruments) (DeBerry-Spence, 2010) as part of their artistic endeavors. Art-based services can also take the form of artistic pursuits, through artistic events, sacred ceremonies, or festivals where the presence of indigenous art is often an integral component.
Scholars have noted that optimal combinations of governmental initiatives, social enterprises, business efforts, and local enterprise networks can play a role in allowing subsistence marketplaces to succeed. Intermediaries can also play a crucial role in connecting artistic consumer-entrepreneurs to markets in a way that enables their desired dual role as creators of both cultural and economic value. However, how this works in process for artisan consumer-entrepreneurship requires further exploring, notably in terms of intermediaries’ roles. Overall, there is much scope to develop critical insight and intellectual curiosity into the role of art and artistic consumer-entrepreneurship in subsistence marketplaces and we invite you to do so.
Relevant topics for this special issue include but are not limited to:
- Understanding how consumer-entrepreneurs preserve art to sustain socioeconomic value
- Understanding the transformative role art plays in subsistence marketplaces for the consumers and entrepreneurs involved
- Understanding indigenous consumers’ and entrepreneurs’ protection of their cultural identity and sovereignty through art
- Understanding artistic ecosystems and how NGOs and other actors play a critical role in enabling these in subsistence marketplaces.
- Understanding artistic consumer-entrepreneurship contributions to economic, social and environmental sustainability in subsistence marketplaces
- Understanding a community’s traditional knowledge and its impact on artisanal marketplace exchange
- Understanding how intermediaries have the potential to integrate subsistence consumer-entrepreneurs and their art into wider marketplaces.
- Understanding the impact of cultural and artistic appropriation in subsistence marketplaces.
- Understanding the role of emotional connections and well-being as drivers for artisan-entrepreneurs and artistic preservation.
- Understanding how policy makers can play a role in shaping the wider infrastructure for artistic consumer-entrepreneurs and craft-based communities and towns.
- Understanding government initiatives absorbed by artistic consumer-entrepreneurs
- Understanding how hybrid organizations are redefining artisanal marketplaces and communities.
- Understanding artistic tourism and its fostering of local, regional and wider socio-economic development.
- Understanding the role of art-based services in subsistence marketplaces.
References:
Azmat, F., Samaratunge, R., & Ferdous, A. (2021). Consumer well‐being and social responsibility of subsistence entrepreneurs in subsistence marketplace. Journal of Consumer Affairs. 55, 8-30.
Beninger, S., & Francis, J. N. (2016). Appropriation of community knowledge: Towards an understanding of the potential harm and benefits. Journal of Macromarketing, 36(2), 183-197.
Chakrabarti, R. (2021). Why Art Matters: Artistic Consumer-Entrepreneurship in Subsistence Marketplaces. Journal of Consumer Affairs. 55, 134-150.
Chow, A. M., Elliot, E., Gardner, M., Overby, L., Moffett, A. T., Cavazos, C., Downey, H., Jensen, M., & von Koskull, C. A Path To A Better World Through Arts-Based Research.
DeBerry-Spence, B., & Elliot, E. A. (2012). African microentrepreneurship: The reality of everyday challenges. Journal of Business Research, 65(12), 1665-1673.
DeBerry-Spence, B. (2010). Making theory and practice in subsistence markets: An analytic autoethnography of MASAZI in Accra, Ghana. Journal of Business Research. 63(6), 608-616.
Elliot, E. A., & Cavazos, C. (2021). Artrepreneurship and transmodernity. Journal of Business Research, 131, 722-734.
Gau, R., Ramirez, E., Barua, M. E., & Gonzalez, R. (2014). Community-based initiatives and poverty alleviation in subsistence marketplaces. Journal of Macromarketing, 34(2), 160-170.
Hill, R. P. (2010). A naturological approach to marketing exchanges: Implications for the bottom of the pyramid. Journal of Business Research, 63(6), 602-607.
Ingenbleek, P. T., Tessema, W. K., & van Trijp, H. C. (2013). Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists. International Journal of Research in Marketing, 30(1), 83-97.
Steinfield, L., & Holt, D. (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.
Toledo-López, R., & Díaz-Pichardo, R., Jiménez-Castañeda, J.C., & Sánchez-Medina, P.S. (2012). Defining Success in Subsistence Businesses. Journal of Business Research, 65(12), 1658–1664.
Venugopal, S., Gau, R., Appau, S., Sample, K. L., & Pereira, R. C. (2019). Adapting traditional livelihood practices in the face of environmental disruptions in subsistence communities. Journal of Business Research, 100, 400-409.
Viswanathan, M., & Sreekumar, A. (2019). Consumers and technology in a changing world: the perspective from subsistence marketplaces. European Journal of Marketing. 53(6), 1254-1274.
Viswanathan, M., & Sridharan, S. (2012). Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in India. Journal of Product Innovation Management, 29(1), 52-69.
Viswanathan, M., Sridharan, S., Ritchie, R., Venugopal, S., & Jung, K. (2012). Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy. Journal of Public Policy & Marketing, 31(2), 159-177.
Viswanathan, M., & Sridharan, S. (2009). From Subsistence Marketplaces to Sustainable Marketplaces: A Bottom-Up Perspective on the Role of Business in Poverty Alleviation. Ivey Business Journal, 73(2), 1–15.
Weidner, K. L., Rosa, J. A., & Viswanathan, M. (2010). Marketing to subsistence consumers: Lessons from practice. Journal of Business Research, 63(6), 559-569.
Understanding Subsistence Marketplaces Across Diverse
Geographies and Institutional Context
Editor
Srinivas Venugopal, University of Vermont
(srinivas.venugopal@uvm.edu )
Submission Deadline: 30th June 2022
Srinivas Venugopal, University of Vermont
(srinivas.venugopal@uvm.edu )
Submission Deadline: 30th June 2022
Synopsis:
Since the publication of the seminal edited volume on subsistence marketplaces (Viswanathan and Rosa 2007), the field has attracted the attention of scholars from multiple disciplines. Collectively, this work has advanced some foundational insights on how subsistence marketplaces function. Prior research has also brought forth important insights on how social innovations can foster well-being in subsistence communities. Building on the momentum and insights from prior research, it is important to expand the geographical focus of subsistence marketplaces research to include settings that are underrepresented in the literature. For example, barring some notable exceptions, there is a dearth of research on subsistence marketplaces in Sub-Saharan Africa. Similarly, research exploring subsistence marketplaces in transition economies and OECD economies is also sparsely featured in the literature. The literature stands to benefit immensely from the diversity of novel insights that will originate from expanding the geographical focus of subsistence marketplaces research. Such research will be particularly illuminating if attention is directed towards the uniqueness of the institutional context within which subsistence marketplaces operate across geographies. The goal of this special issue is to support, develop and publish subsistence marketplaces research conducted in geographies or institutional environments that are underrepresented in the literature.
Authors are encouraged to draw from and build on the ongoing conversations in subsistence marketplaces literature. Submissions should take a bottom-up approach to studying subsistence marketplaces (Viswanathan et al. 2012). Awareness of extant research on subsistence marketplaces and clearly positioning the contributions of the paper relative to prior research will be critical dimensions on which manuscripts will be evaluated. A non-representative list of published papers on subsistence marketplaces is furnished in the references section of this call to provide a flavor of prior research to those who are new to subsistence marketplaces research.
Please direct your enquiries to the editor, Srinivas Venugopal, at srinivas.venugopal@uvm.edu.
We look forward to receiving your submissions.
Relevant topics for this special issue include (but are not limited to):
References:
Abdelnour, S., & Branzei, O. (2010). Fuel-efficient stoves for Darfur: The social construction of subsistence marketplaces in post-conflict settings. Journal of Business Research, 63(6), 617-629.
Arnould, E., & Press, M. (2019). Systemic small-player market exclusion in an east African context. Consumption Markets & Culture, 22(5-6), 508-527.
Azmat, F., Samaratunge, R., & Ferdous, A. (2020). Consumer well‐being and social responsibility of subsistence entrepreneurs in subsistence marketplace. Journal of Consumer Affairs.
Barrios, A., & Blocker, C. P. (2015). The contextual value of social capital for subsistence entrepreneur mobility. Journal of Public Policy & Marketing, 34(2), 272-286.
Beninger, S., & Francis, J. N. (2016). Appropriation of community knowledge: Towards an understanding of the potential harm and benefits. Journal of Macromarketing, 36(2), 183-197.
Christensen, L. J., Parsons, H., & Fairbourne, J. (2010). Building entrepreneurship in subsistence markets: Microfranchising as an employment incubator. Journal of business research, 63(6), 595-601.
Chu, R., Fowler, J. G., Gentry, J. W., & Zhao, X. (2018). Marketing to liminal consumers: migrant workers as an emerging segment in transitional economies. Journal of Macromarketing, 38(4), 441-458.
Corus, C., & Ozanne, J. L. (2012). Stakeholder engagement: Building participatory and deliberative spaces in subsistence markets. Journal of Business Research, 65(12), 1728-1735.
DeBerry-Spence, B., & Elliot, E. A. (2012). African microentrepreneurship: The reality of everyday challenges. Journal of Business Research, 65(12), 1665-1673.
Gau, R., Ramirez, E., Barua, M. E., & Gonzalez, R. (2014). Community-based initiatives and poverty alleviation in subsistence marketplaces. Journal of Macromarketing, 34(2), 160-170.
Hill, R. P. (2010). A naturological approach to marketing exchanges: Implications for the bottom of the pyramid. Journal of Business Research, 63(6), 602-607.
Ingenbleek, P. T., Tessema, W. K., & van Trijp, H. C. (2013). Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists. International Journal of Research in Marketing, 30(1), 83-97.
Mai, N. T. T., Rahtz, D. R., & Shultz, C. J. (2014). Tourism as catalyst for quality of life in transitioning subsistence marketplaces: Perspectives from Ha Long, Vietnam. Journal of Macromarketing, 34(1), 28-44.
Mason, K., & Chakrabarti, R. (2017). The role of proximity in business model design: Making business models work for those at the bottom of the pyramid. Industrial Marketing Management, 61, 67-80.
Mwiti, F. G., & Onyas, W. I. (2018). Framing hybrid exchanges in subsistence contexts. International Marketing Review.
Ranjan, K. R., Rohit, S., Dash, R., & Singh, R. (2021). Thinking, feeling and coping by BoP healthcare consumers: policy-based intervention in an emerging market. Journal of Marketing Management, 1-48.
Sridharan, S., Barrington, D. J., & Saunders, S. 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.
Steinfield, L., & Holt, D. (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.
Upadhyaya, S. (2020). Policy‐related implementational fluidity in subsistence marketplaces. International Journal of Consumer Studies.
Venugopal, S., Gau, R., Appau, S., Sample, K. L., & Pereira, R. C. (2019). Adapting traditional livelihood practices in the face of environmental disruptions in subsistence communities. Journal of Business Research, 100, 400-409.
Viswanathan, M., & Rosa, J. A. (2007). Product and market development for subsistence marketplaces: Consumption and entrepreneurship beyond literacy and resource barriers. In Product and market development for subsistence marketplaces. Emerald Group Publishing.
Viswanathan, M., & Sreekumar, A. (2019). Consumers and technology in a changing world: the perspective from subsistence marketplaces. European Journal of Marketing.
Viswanathan, M., & Sridharan, S. (2012). Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in India. Journal of Product Innovation Management, 29(1), 52-69.
Viswanathan, M., Sridharan, S., Ritchie, R., Venugopal, S., & Jung, K. (2012). Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy. Journal of Public Policy & Marketing, 31(2), 159-177.
Voola, A. P., Voola, R., Wyllie, J., Carlson, J., & Sridharan, S. (2018). Families and food: exploring food well-being in poverty. European Journal of Marketing.
Weidner, K. L., Rosa, J. A., & Viswanathan, M. (2010). Marketing to subsistence consumers: Lessons from practice. Journal of Business Research, 63(6), 559-569.
Since the publication of the seminal edited volume on subsistence marketplaces (Viswanathan and Rosa 2007), the field has attracted the attention of scholars from multiple disciplines. Collectively, this work has advanced some foundational insights on how subsistence marketplaces function. Prior research has also brought forth important insights on how social innovations can foster well-being in subsistence communities. Building on the momentum and insights from prior research, it is important to expand the geographical focus of subsistence marketplaces research to include settings that are underrepresented in the literature. For example, barring some notable exceptions, there is a dearth of research on subsistence marketplaces in Sub-Saharan Africa. Similarly, research exploring subsistence marketplaces in transition economies and OECD economies is also sparsely featured in the literature. The literature stands to benefit immensely from the diversity of novel insights that will originate from expanding the geographical focus of subsistence marketplaces research. Such research will be particularly illuminating if attention is directed towards the uniqueness of the institutional context within which subsistence marketplaces operate across geographies. The goal of this special issue is to support, develop and publish subsistence marketplaces research conducted in geographies or institutional environments that are underrepresented in the literature.
Authors are encouraged to draw from and build on the ongoing conversations in subsistence marketplaces literature. Submissions should take a bottom-up approach to studying subsistence marketplaces (Viswanathan et al. 2012). Awareness of extant research on subsistence marketplaces and clearly positioning the contributions of the paper relative to prior research will be critical dimensions on which manuscripts will be evaluated. A non-representative list of published papers on subsistence marketplaces is furnished in the references section of this call to provide a flavor of prior research to those who are new to subsistence marketplaces research.
Please direct your enquiries to the editor, Srinivas Venugopal, at srinivas.venugopal@uvm.edu.
We look forward to receiving your submissions.
Relevant topics for this special issue include (but are not limited to):
- Subsistence marketplaces research focused on specific countries or regions in Africa.
- Subsistence marketplaces in transition or OECD economies.
- Comparative analysis of subsistence marketplaces across geographies or institutional environments.
- How do idiosyncrasies of the policy environment shape consumption and entrepreneurship in subsistence marketplaces?
- How is the process of social innovation shaped by geographical and institutional idiosyncrasies?
- Mobility of subsistence entrepreneurs and consumers across geographies and institutions (e.g., refugees; seasonal or permanent migration).
- How does the local physical environment (sea, river, forest, mountain, desert) shape consumption and entrepreneurship in subsistence marketplaces?
- How do religious institutions influence consumption and entrepreneurship in subsistence marketplaces?
- How does a community’s traditional knowledge shape marketplace exchange?
- Understanding the role of stakeholders like police, regulators and market administrators in subsistence marketplaces.
- Understanding context specific intersectional hardships in subsistence marketplaces.
- Crafting educational initiatives for subsistence consumers and entrepreneurs that are sensitive to geographical and institutional specificities.
References:
Abdelnour, S., & Branzei, O. (2010). Fuel-efficient stoves for Darfur: The social construction of subsistence marketplaces in post-conflict settings. Journal of Business Research, 63(6), 617-629.
Arnould, E., & Press, M. (2019). Systemic small-player market exclusion in an east African context. Consumption Markets & Culture, 22(5-6), 508-527.
Azmat, F., Samaratunge, R., & Ferdous, A. (2020). Consumer well‐being and social responsibility of subsistence entrepreneurs in subsistence marketplace. Journal of Consumer Affairs.
Barrios, A., & Blocker, C. P. (2015). The contextual value of social capital for subsistence entrepreneur mobility. Journal of Public Policy & Marketing, 34(2), 272-286.
Beninger, S., & Francis, J. N. (2016). Appropriation of community knowledge: Towards an understanding of the potential harm and benefits. Journal of Macromarketing, 36(2), 183-197.
Christensen, L. J., Parsons, H., & Fairbourne, J. (2010). Building entrepreneurship in subsistence markets: Microfranchising as an employment incubator. Journal of business research, 63(6), 595-601.
Chu, R., Fowler, J. G., Gentry, J. W., & Zhao, X. (2018). Marketing to liminal consumers: migrant workers as an emerging segment in transitional economies. Journal of Macromarketing, 38(4), 441-458.
Corus, C., & Ozanne, J. L. (2012). Stakeholder engagement: Building participatory and deliberative spaces in subsistence markets. Journal of Business Research, 65(12), 1728-1735.
DeBerry-Spence, B., & Elliot, E. A. (2012). African microentrepreneurship: The reality of everyday challenges. Journal of Business Research, 65(12), 1665-1673.
Gau, R., Ramirez, E., Barua, M. E., & Gonzalez, R. (2014). Community-based initiatives and poverty alleviation in subsistence marketplaces. Journal of Macromarketing, 34(2), 160-170.
Hill, R. P. (2010). A naturological approach to marketing exchanges: Implications for the bottom of the pyramid. Journal of Business Research, 63(6), 602-607.
Ingenbleek, P. T., Tessema, W. K., & van Trijp, H. C. (2013). Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists. International Journal of Research in Marketing, 30(1), 83-97.
Mai, N. T. T., Rahtz, D. R., & Shultz, C. J. (2014). Tourism as catalyst for quality of life in transitioning subsistence marketplaces: Perspectives from Ha Long, Vietnam. Journal of Macromarketing, 34(1), 28-44.
Mason, K., & Chakrabarti, R. (2017). The role of proximity in business model design: Making business models work for those at the bottom of the pyramid. Industrial Marketing Management, 61, 67-80.
Mwiti, F. G., & Onyas, W. I. (2018). Framing hybrid exchanges in subsistence contexts. International Marketing Review.
Ranjan, K. R., Rohit, S., Dash, R., & Singh, R. (2021). Thinking, feeling and coping by BoP healthcare consumers: policy-based intervention in an emerging market. Journal of Marketing Management, 1-48.
Sridharan, S., Barrington, D. J., & Saunders, S. 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.
Steinfield, L., & Holt, D. (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.
Upadhyaya, S. (2020). Policy‐related implementational fluidity in subsistence marketplaces. International Journal of Consumer Studies.
Venugopal, S., Gau, R., Appau, S., Sample, K. L., & Pereira, R. C. (2019). Adapting traditional livelihood practices in the face of environmental disruptions in subsistence communities. Journal of Business Research, 100, 400-409.
Viswanathan, M., & Rosa, J. A. (2007). Product and market development for subsistence marketplaces: Consumption and entrepreneurship beyond literacy and resource barriers. In Product and market development for subsistence marketplaces. Emerald Group Publishing.
Viswanathan, M., & Sreekumar, A. (2019). Consumers and technology in a changing world: the perspective from subsistence marketplaces. European Journal of Marketing.
Viswanathan, M., & Sridharan, S. (2012). Product Development for the BoP: Insights on Concept and Prototype Development from University‐Based Student Projects in India. Journal of Product Innovation Management, 29(1), 52-69.
Viswanathan, M., Sridharan, S., Ritchie, R., Venugopal, S., & Jung, K. (2012). Marketing interactions in subsistence marketplaces: A bottom-up approach to designing public policy. Journal of Public Policy & Marketing, 31(2), 159-177.
Voola, A. P., Voola, R., Wyllie, J., Carlson, J., & Sridharan, S. (2018). Families and food: exploring food well-being in poverty. European Journal of Marketing.
Weidner, K. L., Rosa, J. A., & Viswanathan, M. (2010). Marketing to subsistence consumers: Lessons from practice. Journal of Business Research, 63(6), 559-569.
Information and Communication Technologies (ICTs) In Subsistence Marketplaces:
Challenges and Solution
Editors
Ramendra Singh (ramendra@iimcal.ac.in)
Saravana Jaikumar (saravana@iimcal.ac.in)
Indian Institute of Management, Kolkata
Submission Deadline: 30th June 2022
Ramendra Singh (ramendra@iimcal.ac.in)
Saravana Jaikumar (saravana@iimcal.ac.in)
Indian Institute of Management, Kolkata
Submission Deadline: 30th June 2022
Synopsis:
This special issue will focus on information and communication technologies in subsistence marketplaces. Overcoming information poverty is an essential step towards building capabilities (Walsh, 1996). Continued information poverty may result in consumers being excluded socially and economically from the mainstream (Jaggi, 2003). In the ICT (Information and Communication Technologies) for development literature, technology has been explored as a tool to shape people's functioning and subsequent empowerment (Bada and Madon, 2006). In this special issue, we invite papers that look at the under-researched question of how ICTs help in overcoming ‘information poverty’ across different social groups, in the context of emerging economies.
Extant literature highlights the role of ICT in the creation of new opportunities for the development of low-income communities (e.g., Tarafdar et al., 2012). However, there are several challenges that need to be overcome to enable the adoption and usage of ICT to result in positive outcomes for subsistence consumers. A majority of consumers living in subsistence marketplaces may not be able to afford or purposefully use ICT (Parthiban et al. 2020). Several governmental and non-profit initiatives have focused on providing community access to ICT, such as public Wi-Fi, computer in the wall, etc. to overcome the issue of affordability and accessibility. However, failure to consider community norms may result in such ICT access not achieving its intended objective. For instance, Mudliar (2018) shows that, in a region where public Wi-Fi was provided, women were unable to access public spaces in such subsistence marketplaces and that the initiative actually results in creating inequalities in the access anduse of Wi-Fi. Hence gender and space challenges may also contribute to inhibiting the ICT to achieve its intended goals. Further Parthiban et al. (2020) show that mere possession to ICT devices such as smartphones (even if a subsistence marketplace consumer could afford it) may not result in purposive usage and developmental outcomes. The authors illustrate the need for socio-technical intermediaries in such subsistence marketplaces to impart digital literacy and enable the members to use the ICT devices in a purposeful manner and achieve socio-economic well-being outcomes.
In summary, the literature clearly indicates the positive aspects of ICT adoption and purposive usage in subsistence marketplaces. However, the literature also highlights several challenges (including the ones listed above) in achieving socio-economic and environmental well-being outcomes through ICT. Some illustrative topics include engendering purposive usage of ICT, ICT literacy programs and their effectiveness, impact of ICT on forming health and well-being, ICT, consumption and decision making, and ICT and women empowerment
References:
Bada, A.O., and Madon, S. (2006). Enhancing human resource development through information and communications technology. Information Technology for Development, 12(3), 179– 184.
Jaggi, A. (2003). Information and communication technology and poverty reduction in Rural India. In Paper presented at the United Nations Economic and Social Commission for Asia & the Pacific. Bangkok, Thailand.
Mudliar, P. (2018), Public WiFi is for men and mobile Internet is for women, Proceedings of the ACM on Human-Computer Interaction, Vol. 2 No. CSCW, pp. 1–24.
Parthiban, R., Jaikumar, S., Basak, J., and Bandyopadhyay, S. (2020). Digital access through smartphones and well-being of BoP women: insights from a field study in India. Information Technology & People.
Sen, A. (1999). Development as freedom. Oxford University Press.
Walsh, F. (1996). The concept of family resilience: Crisis and challenge. Family Process, 35(3), 261–281.
Tarafdar, M., Anekal, P., and Singh, R. (2012). Market development at the bottom of the pyramid: examining the role of information and communication technologies. Information Technology for Development, 18(4), 311-331.
This special issue will focus on information and communication technologies in subsistence marketplaces. Overcoming information poverty is an essential step towards building capabilities (Walsh, 1996). Continued information poverty may result in consumers being excluded socially and economically from the mainstream (Jaggi, 2003). In the ICT (Information and Communication Technologies) for development literature, technology has been explored as a tool to shape people's functioning and subsequent empowerment (Bada and Madon, 2006). In this special issue, we invite papers that look at the under-researched question of how ICTs help in overcoming ‘information poverty’ across different social groups, in the context of emerging economies.
Extant literature highlights the role of ICT in the creation of new opportunities for the development of low-income communities (e.g., Tarafdar et al., 2012). However, there are several challenges that need to be overcome to enable the adoption and usage of ICT to result in positive outcomes for subsistence consumers. A majority of consumers living in subsistence marketplaces may not be able to afford or purposefully use ICT (Parthiban et al. 2020). Several governmental and non-profit initiatives have focused on providing community access to ICT, such as public Wi-Fi, computer in the wall, etc. to overcome the issue of affordability and accessibility. However, failure to consider community norms may result in such ICT access not achieving its intended objective. For instance, Mudliar (2018) shows that, in a region where public Wi-Fi was provided, women were unable to access public spaces in such subsistence marketplaces and that the initiative actually results in creating inequalities in the access anduse of Wi-Fi. Hence gender and space challenges may also contribute to inhibiting the ICT to achieve its intended goals. Further Parthiban et al. (2020) show that mere possession to ICT devices such as smartphones (even if a subsistence marketplace consumer could afford it) may not result in purposive usage and developmental outcomes. The authors illustrate the need for socio-technical intermediaries in such subsistence marketplaces to impart digital literacy and enable the members to use the ICT devices in a purposeful manner and achieve socio-economic well-being outcomes.
In summary, the literature clearly indicates the positive aspects of ICT adoption and purposive usage in subsistence marketplaces. However, the literature also highlights several challenges (including the ones listed above) in achieving socio-economic and environmental well-being outcomes through ICT. Some illustrative topics include engendering purposive usage of ICT, ICT literacy programs and their effectiveness, impact of ICT on forming health and well-being, ICT, consumption and decision making, and ICT and women empowerment
References:
Bada, A.O., and Madon, S. (2006). Enhancing human resource development through information and communications technology. Information Technology for Development, 12(3), 179– 184.
Jaggi, A. (2003). Information and communication technology and poverty reduction in Rural India. In Paper presented at the United Nations Economic and Social Commission for Asia & the Pacific. Bangkok, Thailand.
Mudliar, P. (2018), Public WiFi is for men and mobile Internet is for women, Proceedings of the ACM on Human-Computer Interaction, Vol. 2 No. CSCW, pp. 1–24.
Parthiban, R., Jaikumar, S., Basak, J., and Bandyopadhyay, S. (2020). Digital access through smartphones and well-being of BoP women: insights from a field study in India. Information Technology & People.
Sen, A. (1999). Development as freedom. Oxford University Press.
Walsh, F. (1996). The concept of family resilience: Crisis and challenge. Family Process, 35(3), 261–281.
Tarafdar, M., Anekal, P., and Singh, R. (2012). Market development at the bottom of the pyramid: examining the role of information and communication technologies. Information Technology for Development, 18(4), 311-331.