Entrepreneurial marketing in subsistence marketplaces

Venugopal, Srinivas

Permalink

https://hdl.handle.net/2142/90919 Copy

Description

Title

Entrepreneurial marketing in subsistence marketplaces

Author(s)

Venugopal, Srinivas

Issue Date

2016-04-19

Director of Research (if dissertation) or Advisor (if thesis)

Viswanathan, Madhubalan

Doctoral Committee Chair(s)

Viswanathan, Madhubalan

Committee Member(s)

• Echambadi, Rajagopal
• Mahoney, Joseph
• Otnes, Cele
• Rindfleisch, Aric

Department of Study

Business Administration

Discipline

Business Administration

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

Ph.D.

Degree Level

Dissertation

Keyword(s)

• subsistence entrepreneurship
• poverty
• 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.

Graduation Semester

2016-05

Type of Resource

text

Permalink

http://hdl.handle.net/2142/90919

Copyright and License Information

Copyright 2016 Srinivas Venugopal

Owning Collections