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Consumers and technology in a changing world: the perspective from subsistence marketplaces

Consumers and technology in a changing world: the perspective from subsistence marketplaces The purpose of this paper is to provide a perspective on consumers and technology in a changing world using insights gained from subsistence marketplaces. Consumers in a changing world are on different parts of the economic spectrum and are also reflected in contexts of poverty that is termed subsistence marketplaces. “Data” comes from pioneering the subsistence marketplaces stream of research, education and social enterprise.Design/methodology/approachThe authors study the intersection of poverty and marketplaces, beginning at the micro-level, and take a bottom-up approach to deriving implications.FindingsThe authors cover both aspects – what micro-level insights about thinking, feeling and coping mean for technology perceptions and usage in general and what specific insights are derived for designing and implementing solutions that have bearing on the use of technology. In the course of all endeavors in research, education and social enterprise, technology, particularly information and communications technology, has been central.Research limitations/implicationsThe authors discuss implications for research at the confluence of a variety of uncertainties inherent in the context of subsistence marketplaces, in environmental issues and climate change and in the nature and speed of technological change and progress.Practical implicationsIn this paper, the authors discuss what subsistence marketplaces mean for consumers and technology in a changing world, lessons learned for the design and development of technological solutions, technological innovation from subsistence marketplaces and a broader discussion of the importance of bottom-up approaches to the intersection of subsistence marketplaces and technological solutions.Originality/valueThe authors use insights developed from pioneering the arena of subsistence marketplaces and creating synergies between research, education and social enterprise. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Consumers and technology in a changing world: the perspective from subsistence marketplaces

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References (45)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
DOI
10.1108/ejm-11-2017-0826
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to provide a perspective on consumers and technology in a changing world using insights gained from subsistence marketplaces. Consumers in a changing world are on different parts of the economic spectrum and are also reflected in contexts of poverty that is termed subsistence marketplaces. “Data” comes from pioneering the subsistence marketplaces stream of research, education and social enterprise.Design/methodology/approachThe authors study the intersection of poverty and marketplaces, beginning at the micro-level, and take a bottom-up approach to deriving implications.FindingsThe authors cover both aspects – what micro-level insights about thinking, feeling and coping mean for technology perceptions and usage in general and what specific insights are derived for designing and implementing solutions that have bearing on the use of technology. In the course of all endeavors in research, education and social enterprise, technology, particularly information and communications technology, has been central.Research limitations/implicationsThe authors discuss implications for research at the confluence of a variety of uncertainties inherent in the context of subsistence marketplaces, in environmental issues and climate change and in the nature and speed of technological change and progress.Practical implicationsIn this paper, the authors discuss what subsistence marketplaces mean for consumers and technology in a changing world, lessons learned for the design and development of technological solutions, technological innovation from subsistence marketplaces and a broader discussion of the importance of bottom-up approaches to the intersection of subsistence marketplaces and technological solutions.Originality/valueThe authors use insights developed from pioneering the arena of subsistence marketplaces and creating synergies between research, education and social enterprise.

Journal

European Journal of MarketingEmerald Publishing

Published: Jul 19, 2019

Keywords: Base of the pyramid; Technology adoption; Low-income consumers; Subsistence marketplaces; Technology development; Bottom-up innovation; Low-literate consumers

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