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Title:Entrepreneurial marketing in subsistence marketplaces
Author(s):Venugopal, Srinivas
Director of Research:Viswanathan, Madhubalan
Doctoral Committee Chair(s):Viswanathan, Madhubalan
Doctoral Committee Member(s):Echambadi, Rajagopal; Mahoney, Joseph; Otnes, Cele; Rindfleisch, Aric
Department / Program:Business Administration
Discipline:Business Administration
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):subsistence entrepreneurship
social justice
inclusive business
Abstract:There are more than a billion poverty-stricken entrepreneurs in the world who run micro-enterprises to meet basic consumption needs. This pervasive phenomenon presents an interesting theoretical conundrum - that of consumer-entrepreneur duality. This duality blurs the boundaries between consumption and entrepreneurship, which have traditionally been distinct domains of scholarly inquiry. The research reported in this dissertation aims to a) provide a theoretical foundation for the notion of consumer-entrepreneur duality and b) test the implications of the aforementioned duality empirically. A key insight flowing from the investigations is that factors in the consumption domain impact important outcomes in the entrepreneurial domain and vice versa.
Issue Date:2016-04-19
Rights Information:Copyright 2016 Srinivas Venugopal
Date Available in IDEALS:2016-07-07
Date Deposited:2016-05

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