This book is a collection of nine chapters discussing the impact of sustainable marketing and business practices on the stakeholders at the base of the pyramid (BoP). It explores multifaceted dimensions related to sustainable practices such as sustainable consumer behavior, marketplace literacy for low-income and low-literate consumers, innovation and BoP and emerging markets, bridging vulnerability and sustainability, inclusive marketing practices, and how to bridge the economic, social and environmental aspects of sustainability. These chapters have been authored by the best marketing scholars working in the domain of marketing at the base of the pyramid, including scholars who actively promote bottoms up approach to enhance well-being and prosperity of subsistence marketplaces. Primarily aimed at marketing scholars, another important objective of this edited book is to reach out to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, or even how they can purchase/source products and services from poor producers. Professional associations such as ASSOCHAM, CII, FICCI, AIMA, AMA would also find many relevant takeaways in the book, as would academicians and policymakers of developing nations in Asia, Americas and Africa.
A Market Void: Are We Missing a Market Actor? Insights From JUNTOSs
Action-Research Case.- Inclusive Marketing: Fostering Sustainable Wellbeing
in Subsistence Communities.- Marketplace Literacy and Sustainable Consumption
at The Base of The Pyramid (Bop).- Bridging Economic, Social, And
Environmental Sustainability in Bop Markets: An Integrated Approach.-
Bridging Vulnerability and Sustainability: Collective Climate Change
Adaptation Efforts by Indian Communities and Businesses.- Sustainability In
Subsistence Marketplaces and Beyond: Addressing Challenges Through the
Bottom-Up Approach.- Empowering The Bottom of The Pyramid: Harnessing
Innovation for Sustainable Growth.- Sustainable Luxury Brands Strategies for
Base of The Pyramid Wellbeing.- Sustainable Consumer Behaviour in Emerging
Markets.
Ramendra Singh is Professor of Marketing at IIM Calcutta. He completed PhD from IIM Ahmedabad, MBA from XLRI Jamshedpur, and B.Tech. from IIT-BHU. His research has been published in leading international journals including, Journal of Business Research, International Marketing Review, Marketing Theory, Industrial Marketing Management, Journal of Personal Selling and Sales Management, among others. He has previously worked in sales and marketing responsibilities across different industries for several years. He has authored a textbook on Sales and Distribution Management which has been adopted in MBA programs at IIMs and other business schools. He has completed several consultancy projects, and conducted several training programs for senior and middle management cadre at several organizations.
Tahir A. Wani is Assistant Professor in the Department of Humanities, Social Sciences and Management, National Institute of Technology (NIT) Srinagar, India, wherein he teaches various management-related subjects to management and engineering students. Before joining NIT Srinagar, he was working at School of Business Studies, University of Kashmir, India. He has a rich research background and has written extensively on various management issues. He has also conducted workshops on quantitative analysis and participated in numerous workshops and conferences in reputed institutions across India.
